Be a Positive Pat (most of the time)
I was going to open with “Don’t be a Negative Nellie,” but that’s exactly the opposite of what this writing tip is about: positive framing.
Positive framing sounds simple. Write instructions in a way that tells people what to do, not what not to do. Most of the time, that’s good advice. Most. Not always.
What positively framed language actually is
Positive language structures sentences to use words and phrases with a friendly, supportive, helpful tone. It tells readers what to do rather than what to avoid.
Take this example:
You must not speak loudly in the library.
Versus:
Speak quietly in the library.
The second sentence is shorter, clearer, and considerably less likely to awaken your inner rebel. When I read negatively framed instructions like the first, the anti-authoritarian in me rises. My eyes narrow. My lip curls in a sneer Billy Idol would respect, and I immediately feel like speaking loudly in the library.
Why positive framing works for everyday writing
Customer service training has applied this principle for decades. Rather than saying “I can’t help you because I don’t have access to your account,” a well-trained rep says “I’ll put you through to someone who can help.” Same information. Completely different experience. (I’ll still sigh about being transferred. But I’ll sigh quieter.)
Research supports this for everyday instructions. Studies on writing style and compliance show that direct instructions, which tend to use positive framing, are more effective at prompting action than indirect or negatively framed ones.
Here are some examples. See how much easier the second version reads:
| Instead of… | Try… |
|---|---|
| Don’t forget to save your work | Save your work regularly |
| You must not submit late applications | Submit applications before the deadline |
| Do not leave dirty dishes in the sink | Wash your dirty dishes |
| Don’t stab a zombie in the body | Stab a zombie in the head |
| You are not permitted to park here | Park in the designated area |
| Harold, do not ask Janet on a date over the IT helpdesk ticketing system | Harold, ask Janet on a date in person |
In every case, the positive version is shorter and friendlier.
When negative framing works well
Positive framing is not always the most effective choice for communications.
What factors into this decision is usually the stakes. When the cost of inaction is the whole point of your message, a well-placed negative frame can be more motivating than a positive one.
Research by Meyerowitz and Chaiken found that women were more likely to carry out breast self-examinations after reading about the risks of not checking, compared to reading about the benefits of checking. The loss was more motivating than the gain.
Drink driving campaigns work the same way. Drink driving contributes to approximately 30% of fatal crashes in Australia, and more than 1 in 4 drivers and riders killed on our roads have a blood alcohol concentration above the legal limit. Campaigns that lead with those numbers, rather than with a positive message about making good choices, are deliberately loss-framed. They put the cost of the behaviour upfront.
Research by Levin and Gaeth found that consumers rated meat more favourably when it was labelled “75% lean” than when the identical product was labelled “25% fat.” Same product and same numbers but a completely different response.
So the rule is not “always be positive.” The rule is: match your framing to your goal.
For everyday workplace writing, web content, instructions, and emails, positive framing wins on clarity and tone. For safety warnings, health communications, or situations where the cost of inaction is the entire point, a well-placed negative frame can be exactly right.
How to check your writing
For everyday business writing, search for these words:
- not
- can’t
- won’t
- don’t
- couldn’t
- shouldn’t.
See if any of those sentences would work better rephrased as a positive instruction. Not every sentence will, and there’s a greater chance your readers will respond compliantly and without fuss.
