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negative criteria
2 posts
- 06SaturdayDifferent Angle·
For years, I asked content creators for inspiring, relatable, and fluid copy; the outcome was always the same: forced jokes, artificial tone, and exhausting drafts.
The Positive Brief Trap: Why Stating What You Want Ruins the Copy
A great brief doesn't hand the writer an endless open sky; it gives them a minefield map clearly marking the pits to avoid.
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- 02TuesdayMain Essay·
For years, I sent content creators pages of 'write this' briefs; the outcome was always the same: everything I asked for was in the copy, yet its soul was suffocated by cliches I never wanted.
Negative Criteria: The Power of the 'Don't' List in Content Briefs
Workshop notes on developing a 'don't list' formula that liberates writers through constraints—after years of frustration with prescriptive, purely positive briefs.
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