6 Tips for Being Negative

Negative Messaging Can Stick Better

As I talked about in the previous post about brain responses to negative messaging, certain kinds of negative messages are shown to have more impact than positive ones.

Here’s how to make that insight work for you in the real world:

Hire professional writers and editors.
They intuitively know how to use the power of negativity, and they are the best investment you will make. This goes for those of you in schools and universities as well as for those of you in business.

Consider whether a message that is worded in a neutral or positive way can be worded negatively.
An example given by the UCL researchers is the message “Slow down,” which might be more effectively worded “Kill the speed.” An article in the March/April edition of Scientific American Mind shows that “Stop War” beats “Peace Now.”

Negative advertising always has a comparative note to it.
Comparative advertising (think the map battle between Verizon and AT&T) works best when the message is true (Be sure to have documentation.) and when delivered with a dose of humor. Humor (which I’ll explore in a future blog post) is a powerful tool for getting somebody to consider an alternative.

Don’t be mean-spirited or unlikable.
(Some think Apple’s ads against Microsoft cross the line, although I find them humorous.)

Don’t inadvertently give attention to competition
As a market leader, launching attack ads may actually give your lesser-known opponent more recognition. When number-two soup brand Progresso attacked number-one brand Campbell’s, Campbell’s responded with a faux Progresso can next to its own iconic red to describe the differences. Some claim that only helped to elevate Progresso.

Try an indirect attack; imply comparisons.
Wendy’s legendary “Where’s the Beef?” campaign never directly named McDonald’s or Burger King. Wendy’s ads just implied that competitors’ burgers were puny.

So you take the high road, and I’ll take the low road, and I’ll be remembered before ye.

Chime in: I welcome all comments. And I’m especially interested to hear what concerns do you have about negative advertising in general or with your audience in particular?