Loss Aversion
It's commonly thought that people avoid loss more than they seek gain. Flip your message to illustrate what's at stake.
Good for
Driving action by emphasizing what the reader stands to lose—not just what they’ll gain.
What it teaches
People are more motivated to avoid loss than to pursue gain. This is the principle of Loss Aversion: losing something feels worse than gaining the same thing feels good.
How to use it in copy:
Flip the Frame - Don’t just show the benefit—highlight what they’ll miss without it.
Create Consequences - Emphasize what happens if they do nothing.
Use “Before It’s Gone” Language - Apply scarcity to time, results, or bonuses.
Speak to Regret - “Don’t let this opportunity pass you by”
Loss hits harder than gain - especially when you make it personal.
Example Use Case
Email promotion for a limited-time offer
Example Implementation
Without loss aversion:“Get 20% off when you join today.”With loss aversion:“Still thinking it over? That 20% discount disappears at midnight - don’t miss out.”