In my previous blog I alluded to the aversion people have to "missing out." The aversion is real. Repeated tests have shown that people are more motivated at the thought of not missing out than they are at the thought of gaining.

Copywriters should keep that in mind as they find ways to word benefits.

I realize this flies in the face of what we hear from positive mental attitude enthusiasts. So be it.

Steve Cuno
 


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