YOU "SHOULD" USE THIS

Summary from the TLDR Marketing newsletter

Using words that highlight a gap between a customer's current state and desired future can boost social media engagement. Language like "should," "wish," or "want" makes posts 14.9%-20.3% more engaging by prompting people to imagine a better situation. Assertive words (e.g., “Always there for you”) also increase engagement by conveying confidence. These tactics are most effective when audiences feel they have less personal control over outcomes. However, they may not apply universally, especially to physical products or smaller brands.