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Some new research suggests that telling people who your product is not for can actually be more persuasive than saying who it is for.

People were up to 48% more likely to choose a product when it used negative framing, like “Not for risk-taking investors,” rather than positive framing, like “For a safe investment.”

The effect works because it signals specialization and makes your product feel tailored.

It’s especially effective for products with strong personal preferences, like coffee, hot sauce, mattresses, beauty products, etc.

Here’s how to activate it:

• Use negative framing in product descriptions, ads, and social posts (“Not for people who hate dark roast coffee”).
• Highlight specialization to make your product feel tailored for your ideal customer.
• Test on preference-driven products first (food, beauty, lifestyle), since effectiveness may vary for other categories.
• Combine with context by referencing customer habits, history, or product use.
• Compare rivals carefully to showcase strengths and differentiate your offering.

Catch up on the research at Science Says.

Superinbox connects to Gmail or Outlook in one-click to draft replies, organize your messages, and save you up to an hour daily.

Using AI, it pre-writes emails in your voice, leveraging your email history and uploaded documents to get the context right. The calendar integration pulls your free slots into replies, too.

It also automatically categorizes incoming emails, and you can customize rules or rely on AI-driven sorting.

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THC beverage brand Magic Cactus is experimenting with AI to create short ‘n splashy social ads.

Using Google’s Veo 3 video generator, they recently released two 7-second Instagram videos: one features an apple exploding into a cascade of fruits and cannabis leaves before revealing a Magic Cactus can, while the other shows a folded origami cactus alongside chips, guacamole, and a Magic Cactus drink.

It goes to show you that AI is well positioned for rapid creative testing on social, where zany short-form content thrives.