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Case Study: Should you use negative or positive messaging?

Understanding the effectiveness of negative versus positive copy

Author

Thomas McKinlay
August 22, 2024

Topics: Messaging & Copy
For: Both B2C and B2B

👤 Question from

Sharon, a Growth marketer of an HR SaaS platform

❓ Question

Which messages, positive or negative, are more effective at capturing attention, boosting engagement, and increasing conversions?

For example, which of these should perform better (made-up stats):

  • "80% of HR Directors feel exhausted by their work"

  • "70% of HR professionals report increased productivity with AI tools"

🎓 Answer

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