What if telling people who your product or service isn’t for actually helped you sell more?  In this episode, Katy shares eye-opening research out of Georgetown, the University of Alabama in Huntsville, and Florida International University that shows negative framing — as in “Not for risk-taking investors” — can significantly boost interest and conversions.  You'll learn why this works so well with preference-driven purchases (like luxury outdoor living), how it triggers exclusivity and trust, and five specific places to use it: website copy, social posts, print, Pinterest, and Meta ads.  If your messaging feels too broad or “nice,” this might be the positioning shift you’ve been missing.