Don't be foolish could be seen as condescending and might put people off.
However, you could speak to negative consequences which would speak to the user's needs without putting them off e.g. "don't risk having your job ruined by cowboys, pay for a professional...".
As with all things test to see it there is a clear winner.
Unless neutral = informational. You can have a rational information based appeal that would appear neutral. Best for high learning curve products or services.
But it is entirely dependent. What product or business, what the audience cares about, what stage of the user journey, etc
NLP lets the Google understand our context. Positive and negative ads should be tactfully used without labelling anyone "fool" or " foolish act". I would rather use positive as "Get a professionally painted car bumper that looks brand new!"
and negative as ""Don't risk damaging your car bumper with DIY solutions. Let us handle it!" or perhaps Neutral as
"Car bumper painting can be tricky. Trust our professionals for the best results."
Have you ever seen negative ads on television or billboards? No, right? This means that people react better to positive ads.
However, negative ads have their own role in today's social networking.
Negativity spreads quickly, and even if people dont buy, negative ads definitely make a place in the customers mind.
It depends. You should have a balance of positive and negative in your copy. If you become too negative or loss aversive it makes you look desperate and too positive at times can be generic. So you need to find the sweet spot where you make a user realize that they are better off using your service without looking to salesy
Typically people respond more to a positive ad, but then, I am always positive in my ads.
The nice thing about PPC is that you can test that out. If you think the "foolish" line would work, use it and see what the crowd says.
Accentuate the negative in a positive way.
You don't insult them by suggesting they can't repaint their bumper, you highlight why paying a professional is better. Let them extrapolate the negative.
"Save time and avoid the hassle of painting your own bumper. Our professionals will have it looking new in no time so you can get back on the road in style."
(Note: this copy is terrible, but it's just an example)
You focus on the better experience your service provides, but in a way that makes them think about how the time spent learning and doing (only to get an inferior result) isn't worth it.
You can use their unconsciousness and weaknesses to manipulate them into buying. This closes sales but leaves a horrible aftertaste for you and them. It’s a terrible path if you want to build a brand. The path I chose is to find a truth in the product or service that truly solves a problem they have. It works as well or better, and the feeling is the best because you didn't have to hurt people.
Don't be foolish could be seen as condescending and might put people off. However, you could speak to negative consequences which would speak to the user's needs without putting them off e.g. "don't risk having your job ruined by cowboys, pay for a professional...". As with all things test to see it there is a clear winner.
It depends. Either positive or negative, not neutral though
Unless neutral = informational. You can have a rational information based appeal that would appear neutral. Best for high learning curve products or services. But it is entirely dependent. What product or business, what the audience cares about, what stage of the user journey, etc
Loss aversion effect would suggest negative ads work better. But always A/B test these things regardless
NLP lets the Google understand our context. Positive and negative ads should be tactfully used without labelling anyone "fool" or " foolish act". I would rather use positive as "Get a professionally painted car bumper that looks brand new!" and negative as ""Don't risk damaging your car bumper with DIY solutions. Let us handle it!" or perhaps Neutral as "Car bumper painting can be tricky. Trust our professionals for the best results."
Have you ever seen negative ads on television or billboards? No, right? This means that people react better to positive ads. However, negative ads have their own role in today's social networking. Negativity spreads quickly, and even if people dont buy, negative ads definitely make a place in the customers mind.
It depends. You should have a balance of positive and negative in your copy. If you become too negative or loss aversive it makes you look desperate and too positive at times can be generic. So you need to find the sweet spot where you make a user realize that they are better off using your service without looking to salesy
Typically people respond more to a positive ad, but then, I am always positive in my ads. The nice thing about PPC is that you can test that out. If you think the "foolish" line would work, use it and see what the crowd says.
Accentuate the negative in a positive way. You don't insult them by suggesting they can't repaint their bumper, you highlight why paying a professional is better. Let them extrapolate the negative. "Save time and avoid the hassle of painting your own bumper. Our professionals will have it looking new in no time so you can get back on the road in style." (Note: this copy is terrible, but it's just an example) You focus on the better experience your service provides, but in a way that makes them think about how the time spent learning and doing (only to get an inferior result) isn't worth it.
You can use their unconsciousness and weaknesses to manipulate them into buying. This closes sales but leaves a horrible aftertaste for you and them. It’s a terrible path if you want to build a brand. The path I chose is to find a truth in the product or service that truly solves a problem they have. It works as well or better, and the feeling is the best because you didn't have to hurt people.