Dana on Marketing Messages: Behaviorial Triggers Work

In another example, a savings bank sent a letter to customers beginning with, "Because you're already a valued customer..." The same principle applies: Once we've said yes, it's much easier to keep going. And if that "yes" is public, the second one is even easier.

2| Loss Aversion. We are more motivated to avoid pain than we are to achieve pleasure. Loss is twice as powerful as gain, noted Harhut. How can you use this in your marketing? One suggestion is to talk about what someone will miss out on if they don't use your service. So the phrase, "Don't miss this opportunity" is better than, "Take advantage of this opportunity."