Loss Aversion

Psychologically, the pain of losing $10 is twice as powerful as the joy of finding $10. Loss Aversion is the tendency for people to prefer avoiding losses to acquiring equivalent gains. This is why “Don’t lose your spot” is a stronger headline than “Get a spot.”

This archive teaches you how to use Loss Aversion in your copy. Instead of saying “Save money with our furnace,” say “Stop throwing money away on heating bills.” We discuss how to frame offers so the customer feels they are protecting what they have, rather than just gaining something new. It is a subtle shift that drastically improves click-through rates.