How would Negative Word Impact Your Ads?
I have shared before that ad copy header MAKE UP 80% of YOUR response/result. Hence, it is imperative to use positive words as compare to a negative one.
I saw this ads in the paper today and it provide a perfect case study for our learning:
The header scream, “Getting Rich Is Not Impossible…” The word “Not” is a negative one. According to David Ogilvy, the advertising icon whom worked closely with Dr. Gallup (consumer pyschology research guru) revealed that our mind tend to process positive word than negative one easily. Other NLP guru mentioned the same thing too. Meaning to say, our mind tends to miss or skip negative word and read like this:
“Getting Rich is Impossible…”, missing the “Not” in the original header. Please do not ask me why as I do not have that research study now but I must admit that is worked in the campaign that I did for our clients and partners. The best way to know in this case study is to test a new header with a positive header like this,
“Getting Rich Is Possible…”
Simple adjustment but the result could be very different! Honestly, I will reconsider the agency or company executive who did this ads copy. It does pay to engage a proper and knowledgable agency to handle your advertising matters because it will IMPACT YOUR ROI in business. If you are looking for a agency that generate Ideas That Sell, drop me an email at ken@justmedia.com.sg
You “Ken” Do It!
Tags: Advertising, ROI Marketing, Branding, Brand, Promotion, Business Opportunity, Entrepreneurship, Marketing, passive income, creative idea, Asia Business, Internet Marketing, millionaire, Business, Investment, Online Marketing, Business Ideas, Entrepreneur, opportunity, value investing
Adrian Flory, said,
January 25, 2007 @ 9:29 am
Hi,Ken.What a wonderfull world,Full of wonderfull people eager to tell us how to get rich!!Got to tell you Ken,If i had that secrect i wouldn,t tell anyone??