Avoid denials in your message

Do you want to make your communication efforts effective? One of the things you have to keep in mind is that the impulsive part of the brain can hardly handle nuances.

Denials and negative formulations in a message can be lost in translation. Chances are that a well-intentioned message will be processed differently by your target group than you want. This can encourage unwanted behavior. 'Smoking is bad' is for example better processed by the brain than 'Smoking is not good.'