Loss Aversion Sells Better Than Benefits -- Breakthrough Marketing Strategy

Here’s a good article about “loss aversion.”

We tend to focus on benefits so much, but loss aversion is a more potent driver of purchasing and motivation.

Cialdini has studied this concept exhaustively and the numbers don’t lie.

When you’re developing marketing materials, keep this fundamental concept in mind. Remind prospects of how much money and time they stand to lose if they don’t use your product or services. Maybe you have a product that is a smart/safe choice. If so, remind them that they won’t lose face by going with the safe buy or respected brand.

Phrase your copy in those terms and you’ll see better returns for your campaign dollars.

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