We felt the frozen fist of winter last week, so the wizard scribbled that little verse on the previous page.

When Princess Pennie read it, she told us about an American woman who had lived in a frightfully cold part of the world for a year and then written about it. The woman said that all the mothers in that town took their children to the park every day without fail. They told her, “There is no bad weather. There is only bad clothing.”

I was reminded of a training session I watched the wizard record recently for the American Small Business Institute. The session was about “How to Reframe a Topic Through the Use of Paired Opposites.” 

“There is no…” “There is…” 
“I don’t believe…” I believe…”
“I have never seen…” “But I have often seen…”

Get the idea? “There are no bad guitars. There are only bad guitar players.” In just two short sentences, we have reframed the subject matter and introduced a new and different perspective.

If you decide to use this little nugget I found in the pocket of the wizard’s coat, send me a copy of the ad you write so I can show it to the wizard. – Indy@WizardOfAds.com