I call you up in the middle of the night to tell you about this awesome deal on tyres being offered by the tyre shop down the road.
It’s 2am when you receive the call and the conversation goes something like this:
Me: There is an awesome deal going on for Jims Tyre Shop down the road. You can get four tyres at no cost.
Me: Listen, I know it’s late, but I just saw this and I had to tell you about it, because it will save you a heck of a lot of cash. And you really should do it now.
You: Scott, do you realise it’s 2am in the morning?
You can imagine it, can’t you? And if this happened you would probably think this Bywater fellow has lost his mind and all this marketing stuff has gone to his head.
But let’s look at another scenario.
It’s 3am and the conversation goes like this:
Me: Did you know your garage door is open and right now there are 3 guys taking the tyres off your car and loading them onto the back of their car.
What’s your response now?
Remember, it’s the same four tyres.
But in the first example, you have the opportunity to gain something, whereas in the second example you are avoiding the loss of something.
Remember this when selling or advertising: fear of loss is a greater motivator than a desire for gain.
And most people will do far, far, far more to avoid losing $1,000 than they will to gain $1,000.
So use that in your advertising.
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