“People in a positive mood such as happiness were shown under experimental conditions to have relatively unreliable memories, and show poorer judgment and critical thinking skills… our recollection of past events are more likely to be contaminated by irrelevant information when we are in a positive mood. A positive mood is likely to trigger less careful thinking strategies.”
But wait, there’s more.
The study also found that subjects in a NEGATIVE mood were far more focused in their critical thinking and communication skills. Here’s where you can tie that insight into copywriting.
See, it’s common legend that benefits sell best. Yet in some camps, there are those who claime fear-based or problem-solution based copy will consistently pull BETTER.
Well if that’s true, maybe this is why…
Put the customer in positive territory (like all those hilariously forgettable ads aired during the Super Bowl)… and you risk not making an imprint with little key items like the name of your product or the special offer you hope to make.
But dip a promotional toe in negative territory, and you help the prospect stir his own fire, so to speak. The adrenaline surges, the senses come alive, and the powers of memory for detail awaken.
Which, for a good product with a good offer, is exactly what you want to do.