Consumers fall into two basic groups; optimists and pessimists. And while most people will tell you they’re optimists, very often it’s their wishful thinking talking and not reality.

Your marketing message – and especially your slogan – can have a profound effect on your prospect’s receptivity to your product. And if that message or slogan doesn’t match their mindset, you’ve likely lost the sale or will have to work much harder to get the sale.

So how do you market specifically to optimists or pessimists? By tailoring your message to suit the way they think.

For example, if your product is toothpaste and the bulk of your customers are optimists, your tagline might be – “Whiter teeth and fresher breath.” But if your customers are pessimists, you’ll want something completely different, such as – “Prevents cavities and gingivitis.”

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