Should Your Marketing be Positive or Negative? Surprising Research Gives the Answer
David A Fields
NOVEMBER 18, 2015
We know we can assist our clients in two different circumstances: when they have an aspiration (e.g., “they desire an endless supply of chocolate”) or when they suffer with a problem (e.g., “they have run out of chocolate!”) Which scenario should we focus on, and how should we present it in our marketing and proposals? Pretend you’re about to invest $9,000 into equipment for your consulting firm.
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