The recurring news cycle that focusses on everything from disastrous climate change to political upheaval and terrorism makes it easy to be negative.
Many marketers attempt to harness negativity as a tool for blogging, writing blog posts with titles like ’10 Ways You’re Failing Your Customers’ or ‘The Big Mistake You’re Making That Could Cost You Your Business.’ This evolutionary, instinctual fear can be a powerful motivator for buying decisions. It prompts readers to ask: what am I doing wrong? How do I change?
However, when you use this kind of negative marketing you’re also risking reader paralysis. Sure, the reader may be motivated by the fear, but they may also be paralysed by the doubt that your negative marketing has evoked.
At the end of the day, all your piece has shown them is where they are going wrong, not what you can do to help them succeed. You have given...