Value & Proof Techniques
Do And Dont
Uses contrast framing for faster decisions. The brain processes "wrong vs right" faster than abstract instruction.
A do-and-don't delivery frames guidance as a clear contrast between wrong and right approaches. The brain processes "wrong vs right" faster than abstract instruction because the comparison creates two vivid reference points. The viewer immediately knows what to avoid and what to pursue, without interpretation.
Why This Works
Contrast framing accelerates decision-making by giving the brain two clear options instead of open-ended guidance. Error-driven learning research shows that seeing the wrong example first makes the correct version more salient and memorable. The "don't" serves as an anchor that makes the "do" stand out.
In Your Ads
Use do-and-don't when you can show a clear mistake alongside its correction. "Don't: open with your product name. Do: open with the viewer's problem." Each pair should be specific enough to apply immediately. Abstract pairs ("Don't be boring. Do be interesting.") teach nothing.
When This Breaks
When the "don't" example isn't a real mistake the viewer makes, the contrast has no corrective power.
Example
"Don't: 'Introducing our AI-powered creative platform.' Do: 'You spent $8K on ads last month. Three converted. Want to know why?'
When To Use It
Use Do And Dont when it's time to present your value, demonstrate your solution, or teach something useful. This technique transfers value from you to the viewer. It's where the promise becomes proof.
Related Terms
Frequently Asked Questions
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