Which of these two headlines would you click on?
A) “10 Ways to Improve Your Productivity with Our Coffee Alternative”
B) “10 Ways You’re Ruining Your Productivity By Drinking Coffee”
If you chose B, there’s a reason (and ignoring it could kill your CTR)
Let’s explore it 👇
A) “10 Ways to Improve Your Productivity with Our Coffee Alternative”
B) “10 Ways You’re Ruining Your Productivity By Drinking Coffee”
If you chose B, there’s a reason (and ignoring it could kill your CTR)
Let’s explore it 👇
Humans are wired to pay attention to negativity
And our negativity bias makes sense because ignoring negative messages can be dangerous
In my first tweet, I warned that ignoring this thread could “kill” your click-through rate
And as you’ll see, I wasn’t joking...
And our negativity bias makes sense because ignoring negative messages can be dangerous
In my first tweet, I warned that ignoring this thread could “kill” your click-through rate
And as you’ll see, I wasn’t joking...
The dreadful truth is that negative messages often garner more attention, clicks and conversions
In 2014, a Russian newspaper decided it wanted to only spread positive news
They flipped all their headlines to have a positive spin
Within 1 day, they lost 66% of their readers 😱
In 2014, a Russian newspaper decided it wanted to only spread positive news
They flipped all their headlines to have a positive spin
Within 1 day, they lost 66% of their readers 😱
There’s more…
The average CTR of an article increases by 63% when it has negative superlatives like “bad”, “worst”, and “never” in its title
Negativity gets attention, clicks, and conversions
Keep reading to learn how to leverage it to your favor:
The average CTR of an article increases by 63% when it has negative superlatives like “bad”, “worst”, and “never” in its title
Negativity gets attention, clicks, and conversions
Keep reading to learn how to leverage it to your favor:
#1 - Use negativity to craft compelling messages
What negative spin can you add to your content that makes it stand out amongst all the noise?
Hubspot could have written an article titled “17 Tactics to Improve Your Website”
Instead, they wrote this 👇
What negative spin can you add to your content that makes it stand out amongst all the noise?
Hubspot could have written an article titled “17 Tactics to Improve Your Website”
Instead, they wrote this 👇
Here’s an example of how @thejustinwelsh used negativity to craft the tweet below
Instead of writing it from a positive angle, he chose to frame it as “things that kill a one-person business”
The result is a viral tweet
Instead of writing it from a positive angle, he chose to frame it as “things that kill a one-person business”
The result is a viral tweet
#2 - Relate to your customer’s pain points by highlighting them
If you ever got a flight delayed, you know what a huge pain in the a** is
This is also what makes this ad great
They poke the audience’s pain directly with that headline (and a great pic)
If you ever got a flight delayed, you know what a huge pain in the a** is
This is also what makes this ad great
They poke the audience’s pain directly with that headline (and a great pic)
#3 - Bring controversy into your marketing
Who do your customers see as villians?
What’s a shared belief that you can fight for together?
Strategically bringing controversy into your marketing grabs attention and creates relatability between your brand and buyers.
Who do your customers see as villians?
What’s a shared belief that you can fight for together?
Strategically bringing controversy into your marketing grabs attention and creates relatability between your brand and buyers.
A great example of this is Oatly, an alternative milk product
They have taken the stand that plant-based milk should be an option at school
They regularly post to their social media channels about the issue and what they’re doing to get plant-based milk into school cafeterias
They have taken the stand that plant-based milk should be an option at school
They regularly post to their social media channels about the issue and what they’re doing to get plant-based milk into school cafeterias
Which headline would pique your interest?
"Realize your sales potential" (yawn) or "The UK's most hated sales trainer"? (huh)
The headline with the negative slant grips your attention and makes you want to learn more
H/T @MarketingExamples
"Realize your sales potential" (yawn) or "The UK's most hated sales trainer"? (huh)
The headline with the negative slant grips your attention and makes you want to learn more
H/T @MarketingExamples
So why does negativity bias work?
Your buyers unconsciously pay attention to negative things to avoid potential future losses
But careful! Buyers aren’t looking for an onslaught of consistent negativity from you
A little negativity drives action—too much drives people away
Your buyers unconsciously pay attention to negative things to avoid potential future losses
But careful! Buyers aren’t looking for an onslaught of consistent negativity from you
A little negativity drives action—too much drives people away
That's all for now
Did you (not) hate this thread?
1. Follow me for more tweets on buyer psychology @KateBour
2. RT the tweet below to share this inconvenient truth with your followers (they may not like it, but they'll still thank you)
Did you (not) hate this thread?
1. Follow me for more tweets on buyer psychology @KateBour
2. RT the tweet below to share this inconvenient truth with your followers (they may not like it, but they'll still thank you)
If you like Tweets like this, you'll love my free newsletter, Why We Buy 🧠
Join 28,000+ smart people who are using buyer psychology to sell more stuff (and look like a genius to their clients/teams)
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Join 28,000+ smart people who are using buyer psychology to sell more stuff (and look like a genius to their clients/teams)
Join here: customercamp.co
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