Copywriting Tip #17: 180 Degree Thinking

In his book, The Do-It-Yourself Lobotomy, Tom Monohan has a technique he calls 180 Degree Thinking. He writes, “Direct your thought process in the exact opposite direction of where conventional wisdom would suggest you go. Identify the conventional wisdom. Go the other way. If conventional wisdom says “soft,” think “hard.” If conventional wisdom says “warm,” think “cold.” If conventional wisdom says “low,” think “high.” Whatever you do, don’t think of more ways to do soft, warm, and low.”

Flipping things 180 degrees likely won't happen by accident. You have to be deliberate. You have to put on the brakes and instead of going directly at the problem you're trying to solve, you have to turn around.

Who's the opposite of your target demo?

What's the opposite of the image you're trying to sell?

What are the benefits of using this product or service? Now what are its opposites?

In The Advertising Concept Book by Pete Barry, he says, “Doing the opposite is an exercise worth trying. At worst you’ll produce something different and unexpected but useless. At best, it can be brilliant, inspiring, and even revolutionary.”

So there you have it, try not to be so linear when you’re solving problems. Do some 180’s and see what your brain spits out. 

Adxamples below.

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(Agency: Leo Burnett, Chicago.)

(180 Degree Thinking is used here by mentioning who the target demographic . Agency: TBWA Chiat Day, LA)

(Instead of thinking about who will love their music, they focused on who will hate missing out on it. Agency: Leagas Delaney, London.)