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#1- YOU NEED 5 POSITIVE REVIEWS TO OVERCOME 1 NEGATIVE REVIEW.
Ad agencies are well aware that our perception is much more affected by negativity than positivity. 

#2 - OUR BRAINS ARE WIRED TO FOCUS ON THE NEGATIVE. And brands know this! You'll see many ads focused on driving our fears or insecurities to entice us to buy their services.

#3 - YOUR MESSAGING MUST ACTIVATE EMOTIONS. Driving emotions is important in your messaging, especially if it touches on the pain, the problem that your prospects have that they don't want.

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"Ad agencies for decades have found that you need five positive reviews to offset one negative review.
Why? Because it's how our brains are wired.
It's biased towards negativity.
Which also shows you, you have to voice the good so much louder to drown out the negative.
And that's what we're fighting as business owners every
day." 

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