The “Yes” Element
In 1966, Yoko Ono exhibited a now-famous artwork called the “Ceiling Painting.” It was more than a painting, really — viewers had to climb a ladder and point a magnifying glass up toward the ceiling, where a framed sheet of paper awaited their gaze. On the paper was written a single word: “YES.”
Why “YES?” According to the artist, it was a reaction against the prevailing negativity in the world, an attempt to fight back with a positive attitude by “activating the ‘Yes’ element.”
I like that way of putting it, because the “Yes” element may well be the most important one in the copywriter’s Periodic Table. “Yes” carries power. “Yes” affirms. “Yes” indicates agreement. “Yes” gives permission.
I hear a lot of “pain and reward” talk when people discuss copywriting techniques. “Create the pain, then take it away.” Paint a dismal picture of the reader’s current problem, then part the clouds to reveal the radiant glow of your solution to the problem. But during the recent economic crisis, I found that the last thing people wanted from a marketing message was a pain statement — they had plenty of pain already, thank you. Adding yet another dismal picture to their gallery of misery served merely to turn them away.
What worked instead? The power of “Yes.” Going against the prevailing funk to snap people out of it. Starting positive and staying there, while cranking up the excitement level until it was the reader’s cue to buy or call or whatever. A pain statement can work well in a relatively cheery economic environment, because there you’re going against the grain to get the reader’s attention. But when people want to feel better, give them what they want!
“Yes” also gets people agreeing with you. A string of “Yes” answers to your questions can prime your audience for the big “Yes” at the end: “Do you need a change?” YES. “Are you ready for that change to happen?” YES. “Do you want to make that change happen today?” YES. “Then whip out that credit card and call us right now!” YES!
Does the “Yes” element work? John Lennon thought so, in recounting his first glimpse of the future Mrs. Lennon’s painting: “I would have been quite disappointed if it had said ‘NO.’”
