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.

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

Subscribe to the Science Says Platform to read the rest.

Become a paying Platform member of Science Says to access this page.

Already a paying subscriber? Sign In.

What you get as a Platform member:

  • • Access all insights: Hundreds of insights (and growing)
  • • Case studies: Get science-based answers to marketing challenges
  • • Exclusive playbooks and discounts on all playbooks