Headlines Featuring Negative Superlatives Far Outperform their Positive Counterparts
Sometimes the Best is the Worst and the Worst is the Best
You’ve heard this from us once before and the data proves it again: Negative prevails over positive. When it comes to headlines, that is.
Compared with neutral headlines (contain neither positive nor negative superlatives), headlines with positive superlatives performed 11% worse. Negative headlines, on the other hand, performed 50% better. Compared with their positive counterpart, negative headlines received 69% higher averaged click-through rate.
Why might this be? Positive superlatives have become clichéd, overused; negative superlatives provide the reader with something more unexpected and intriguing that could be perceived as impartial and authentic.