Oct 6 • General discussion
Please start testing loss aversion ads
People are roughly twice as motivated to avoid losing something as they are to gain the same thing. Psychologists call it loss aversion, marketers call it free money.
So instead of "Get smoother skin," you write "Stop letting dry skin age you faster." Same product, but the copy changes how the prospect percives their need to buy it.
One promises a nice thing, the other threatens something they're already scared of.
Attached is a real ad running right now that does exactly this. Look at how the headline leads with what you lose, not what you gain.
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Please start testing loss aversion ads
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