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. 

• Positive Framing: ATTRACTS
• Negative Framing: REPELS 

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.