Practical Sales Training™ > How To Get Attention > Fake Negativity
What is it?
Fake negativity is a marketing tactic that uses attention-grabbing negative statements that aren’t actually bad news. It’s the “We’re sorry…” or “We failed you…” approach that instantly hooks the reader because it sounds like an apology, mistake, or problem, but quickly flips to reveal a positive message. It works because people are naturally drawn to potential conflict or drama. The twist is that the negativity isn’t real, it’s just a clever setup to make the positive message hit harder.
How does it work?
Fake negativity hijacks attention by triggering curiosity and concern. When someone reads “We’re sorry…” or “Why we stopped doing X,” their brain automatically wants to resolve the tension. The message feels emotionally charged, so they keep reading. Once the reveal comes, that the negativity was only surface-level, it creates a feeling of relief, surprise, and often humour. This emotional flip helps the message stick. It’s the marketing equivalent of a plot twist.
How can you use it?
Use fake negativity when you need to stop the scroll and pull people into your message. Phrases like “We got it wrong,” “We’re quitting something,” or “We’re sorry” can draw instant interest if the real story underneath is positive, helpful, or self-aware. Just make sure it’s done with honesty and relevance, not clickbait. It works best when the negative hook ties directly to a genuine insight about your audience’s frustrations. If it feels clever, human, and relatable, it earns attention without damaging trust.
In short, fake negativity isn’t about deception. It’s about contrast. You pull them in with tension, then win them over with truth.
Example
This phone company use “I’m sorry” in big letters to seize your attention.. to then apologise on behalf of their crappy competition.
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