SAY WHO YOUR PRODUCT IS NOT FOR

Summary from the TLDR Marketing newsletter

People are more likely to choose a product when it highlights who it's not for. Across eight experiments, ads using negative framing such as “Not for light coffee drinkers” or “If you don't like spice, skip this sauce” increased product choice and engagement by up to 48%. This works because it makes products seem more specialized and better aligned with personal preferences. The effect has been strongest for food and drink items tested on US audiences, so results may vary across categories or cultures.