How often do you see those words in a marketing context?
I have seen them quite a lot of times recently, people saying:
Have you got the latest xxx - if not why not?
And they are expecting you to then click through to their link and buy whatever x is! The first word that goes through my head when I see that sentence is: Because ................
And that means that I am not attracted to click through but have let my brain lose on all the reasons why I do NOT have whatever it is that the seller thinks they can persuade or encourage me to buy from them... Think about it, when someone says:
- Have you done xx - If not why not
- Have you seen xx - if not why not
Your mind will immediately go into justification mode, to explain why you do NOT have, haven't experienced, haven't seen whatever it is they are talking about, because those words "If not why not" are making you feel that you have to explain why not, they are not making you think - ooh I must get that!
For some those words will take you back to childhood when your parents asked you why you hadn't:
- Done your homework
- Made your bed
- Eaten your greens
- Tidied your room
Not a pleasant memory potentially - so those words are something that will repel you and make you want to get away from them, justify yourself, make excuses.... Not a good response to someone's marketing perhaps?
So next time you are promoting your product or service, think about the words you are using, are they going to repel or attract your potential customers? Will they make your customers find an excuse to NOT have your product or service or make them feel they really must have it?
What do you think - do the words "If not why not" make you run towards or away from something?