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There’s a truckload of research on how best to frame messages to appeal to your audience.

For example, ads that are framed positively work best for people who are promotion-focussed – in other words, they seek to maximise the probability of obtaining a positive outcome (Lee, Liu and Cheng, 2018).

This was true regardless of whether the product was hedonic (like a massage, or holiday, or aesthetic attributes of a product like a laptop’s design) or utilitarian (think...