You "should" use this

Messages that use words highlighting gaps with an ideal state (e.g. should, could, lacking) drive up to 20.3% more engagement intentions.

Author

Thomas McKinlay
November 05, 2024

Topics: Messaging & Copy
For: B2C. Can be tested for B2B 
Research date: November 2023
Universities: University of Adolfo Ibáñez

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