By Melanie Boylan
Here’s a question we ask ourselves more than we’d like to admit: should we lead with the feel-good vibes, or go full-on doom and gloom to grab attention?
In this episode of The Monday Morning Marketing Podcast, we (that’s me, Melanie from STOMP Social Media Training, and my co-host Esther of IPA Group) dived into one of the oldest dilemmas in marketing—what sells better: positive messages or negative ones?
Spoiler alert: it depends. (Of course it does.)
The Power of Doom (Yes, Really)
Let’s face it—we’re all a little guilty of clicking on titles like:
- “5 Mistakes You’re Making with Your Website”
- “Why Your Social Media Strategy Is Failing”
- “The One Thing You’re Doing Wrong With Email Marketing”
We know these headlines are playing on our insecurities, our imposter syndrome, our inner “uh-oh, am I doing it wrong?” voice… and yet, we click.
There’s something weirdly satisfying about a dramatic, problem-driven headline. It gives you something to fix. A way to feel like you're taking action. And for a lot of businesses, problem-solving = sales.
But do we like using negative messaging? Not particularly. It feels a bit clickbaity. A bit harsh. And it doesn’t always match our tone or brand.
Still—psychologically? It works.
Positivity Packs a Punch Too
On the flip side, positive messages feel good. Posts about wins, good news, growth, fluffy kittens, and success stories make people smile, engage, and share.
Positive posts are great for brand building, for storytelling, and for making your audience feel like they’re on a journey with you.
But—and here’s the catch—they don’t always convert as quickly. People don’t necessarily take action when they’re content. They take action when they’re uncomfortable or motivated to fix something.
That’s why blending the two is so important.
The Real Secret? Emotion.
Whether it’s good, bad, or somewhere in between—emotion is what makes content work.
When you make someone feel something, that’s when they engage. That’s when they click, comment, save, share, or (gasp) even buy from you.
So, whether you’re pulling heartstrings or triggering panic (gently!), make sure your content connects with a real human emotion. That’s what sticks.
So... Which One Should You Use?
Honestly? Both.
If all you ever post is positive sunshine and rainbows, your audience might not believe you’re being authentic. And if everything you write is negative, people will get fed up and scroll on by (because nobody wants to feel like a constant failure).
Instead, mix it up:
- ✅ Positive content builds trust, brand warmth, and community.
- ❌ Negative content creates urgency, drives action, and highlights problems you can solve.
It's all about balance—and knowing your audience. Some people respond better to tough love, others need gentle encouragement.
Test It. Track It. Tweak It.
As always, the best way to know what works for your audience is to test it.
- Try a “Here’s what you’re doing wrong” post and a “Here’s how we helped this client succeed” post.
- Look at the analytics.
- Track the engagement, the clicks, the shares.
- Do a bit of A/B testing if you’re running email campaigns.
Then adjust accordingly.
Your audience’s mood, the time of year, the state of the economy—even what kind of morning they’ve had—can affect what message lands. So don’t stress if one type doesn’t perform well right away. Try again, and keep learning.
What do you think?
What sells better—positivity or negativity? Like we said... it depends.
But don’t let that stop you from trying both. Embrace your style—whether you’re a sunbeam or a sceptic—and use your marketing to connect, not just to convert.
And remember: emotional marketing works. Just don’t fake it.
Let us know your thoughts. We'll call it "market research" :D
