But it’s not enough just to be direct. We have to be direct in a way that not only shows that we’re aware that there could be negative information, but that we are assertive enough to keep looking for it until we find it.

When marketing a product, service, or experience, for example, is it more hedonic or more utilitarian? Are people buying it for pleasure or enjoyment, or more functional or practical reasons? If it’s more about enjoyment, emotional words like “awesome” and “beautiful” fit really well. Saying a movie is “heartwarming,” a destination is “inspiring,” or a meditation app is “fantastic” not only suggests those things are good but does so in a way that encourages purchase and action.

If the product, service, or experience is more about practical functionality, however, those same positive words may backfire. Less emotional words like “brilliant,” “flawless,” and “perfect” will be more persuasive. Calling a dictation app “brilliant” rather than “awesome,” for example, should encourage purchase and use.

Fredrickson’s ten positive emotions—joy, gratitude, serenity, interest, hope, pride, amusement, inspiration, awe, and love—on your phone, computer, or office wall.

Without negativity you . . . lose touch with reality. You’re not genuine. In time, you drive people away.” So allow yourself what she dubs “appropriate negativity

People opened useful messages for extrinsic reasons; they had something to gain or lose. They opened the other messages for intrinsic reasons; they were just curious.