Andy on Twitter

  • Amazon announces profits ⅓ of what street expected. Bezos becomes world's wealthiest person. That's just how the Zon roles...,
  • “Be the silence that listens.” — Tara Brach () (thanks ),
  • Wow! ,
  • Everytime I have to go back to the world I think "I just wish this company used for everything". ,
  • Every time I am "forced" to use Microsoft software it is nothing but a major disappointment - think the hardware might be ahead of software,
  • RR points to the sad state of the CMO. Succession is the major issue - aside from the turnover itself ,
  • Of to Christchurch. Brrrrrrrrrrr,
  • Stop whining about Facebook and Google and learn from them - spot bloody on! ,
  • Looking forward to reading this ,
  • Worth a read ,
  • Love this... ,
  • Like how McKinsey frames culture and behaviour together. ,
  • Fed Up with Super Rugby games stopages for criminal investigations. Equaly tired of thuggery ,
  • Quarter final super rugby and the stadium looks pretty empty. Sad state of super rugby in AU,
  • Agree with Mark - don't get it. Don't need to be reminded that my sandwich was a beauty chook. ,
  • Connect

When Negatives Are Positives

There’s a popular myth about messaging – keep your messages positive for maximum impact. This same myth gets wrapped up in most corporations outright avoidance of anything overtly competitive, and internal “positivity” movements which spurn any negative phrasing.

Researchers (messaging is as much a science as an art) have established that we are either better at detecting or remembering words that carry negative meaning than those that are positive. That our brains potentially respond more strongly to negative emotional cues than to positive ones. Here’s an example from recent economic battle cries:

Drive Growth vs. End The Recession

Or, as given in a recent article

Peace Now vs. Stop the War

The words War and Recession may capture our attention faster and with more emotion than the alternatives.

There are plenty of examples across the Tech industry of this at play. Look at what Salesforce.com did with it’s anti-software movement – and graphical representation. Rather than message “go SaaS” with a big check-box, they used a stop symbol with software through the middle. The added twist is they drove clear differentiation about what they were, by speaking to what they weren’t. Negative messages and frames often draw a cleaner line than positive.

nosoftware

Take the often messaged word, “Open”. It’s loaded with meaning – open source, standards-based, open API, free, penguin. Any number of technology audiences interpret it in any number of ways. It’s used by so many, it can’t be “owned”. Rather than a message, it’s become a confusing descriptor.

Messengers and marketers would be better off focusing here on what they aren’t.

Open vs. Zero Lock-in

Open vs. Non Proprietary

The messaging rule here is clear – don’t shy away from messaging the negative if you expect a positive outcome.

Speak Up — Add Your Thoughts

Connections

  • Connect
How did you connect?   [?]
Indulgences-Coffee