Scientists at Yale and Duke discovered that humans have a preference for the positive that is deeply rooted in our DNA. This cognitive bias has been illustrated in thought experiments and scientific studies for years.
That means people will be attracted to your solution when you use positive statements.
Crafting statements that scare consumers by using negative words intended to make them anxious for not using your solution, actually pushes them away.
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Emotional responses to marketing actually influence a person’s intent and decision to buy more than the content of an ad or marketing material.
The emotion your marketing targets will depend on your industry, offer and audience.
But consider the difference between positive & negative framing:
From three basic colors (red, blue and yellow) and 11 main colors you can create 10 million shades on a spectrum that can be seen by the human eye.
Emotions have a similar spectrum.
According to studies reported in
Hey! You're amazing.
Now that I've got your attention let's talk about what just happened: telling you something positive about yourself focused on producing a singular emotional response. You might even have felt some warmth in your chest from this message.
But what if I said somethi...
I tell stories.
As human beings we are influenced by thousands of messages per day. Brands want our attention, purchase and loyalty. So what's the best way to get it? Appeal to our human emotions. Let's explore whether positive or negative messaging works better, and why all brands must focus not so much on WHAT they say but HOW they say it.
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