What if these terms are part of the biography, mission, vision and even responses to clients by a company, how will they perceive it?
- We do not accept returns without the presentation of the corresponding note.
- We accept returns with the presentation of the corresponding note.
Which of the two messages is more kind, trustworthy, comforting? Although both lines say exactly the same thing, the use of the forceful and negative "We do NOT accept" immediately blocks the sense of service, attention or other value that the company wants to reinforce.
And this only applies to written advertisements, what happens in direct customer service?
- We cannot send you our products because you have not informed us of your requirements.
- We will send you our products as soon as you inform us of your requirements.
The perception of the message can vary with a few words, if we want that perception to be positive, let's use related terms.
With this, it does not mean that the use of words that connote negativity are of little use, on the contrary, there will be some cases in which their use is more effective, especially in more direct messages:
- No parking.
- No Smoking.
When it comes to positioning a brand (from personal to business), the oomph and connotation achieved through copywriting is important.
I am very interested in your opinion, especially since we come across messages everywhere. Have you found any with a negative meaning? Change it to positive and notice the difference.
SOURCES:
http://contextohabla.wordpress.com/
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