As the prospect of a No-Deal Brexit lurches ever closer, the timing seems right for a cautionary tale about the use of negative phraseology.
‘No’, it won’t surprise you to hear, conjures up feelings of disappointment. But did you also know that, according to leading neuroscientists, the very mention of this two-letter word releases stress-producing hormones and neurotransmitters that increase anxiety and irritability, undermining trust.
What if you’re trying to do exactly the opposite? A customer experience specialist once drew my attention to the classic Scottish phrase ‘no problem’. Semantically similar to ‘that’s great’ or ‘happy to help’, what customers actually hear is two negatives – ‘no’ and ‘problem’ – subconsciously compounding any negative associations they attach to your company.
Just another reason to make sure you’re using the right words.
John Ormston Copywriting 