I had the unfortunate scenario of accidentally listening to FM radio the other day, on a short drive down to the surf spot. And what they do, like big brands, I’m talking about car dealers, etc. or big manufacturers, they have this call to action – Don’t hesitate to call us, or something like that. I hate that expression.
And hate is a strong word, but it deserves it in this case. “Don’t hesitate” is literally two negative words that they’re trying to use to get something to do that’s positive for them. Don’t hesitate.
And there’s also some science here. You hear this quote, people can’t process the negative, like the don’t. So we end up with just hesitate, which is a really sh*tty call-to-action if you want someone to do something.
So if “don’t hesitate” is part of your verbal language in any kind of format, change that. You could change that to, Okay great, or, Sounds good.
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