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via negativa
2 posts
- 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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- 01MondayOpening·
For years, I handed writers exhaustive lists of 'must-include' phrases, and every time I received copy that ticked every box but was completely lifeless.
Why 'Positive' Briefs, Not Writers, Are to Blame for Bad Content
After years of vague, bloated briefs leading to bland copy, here is the 'anti-brief' formula: how to eliminate clichés without suffocating creativity.
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