This can have an ill effect on marketing in the form of clients wanting to change lines like "Don't miss this chance" to "Take advantage of this chance."
Sounds great in theory. In practice, beware. People are usually more motivated by the prospect of avoiding loss than by the prospect of gaining. For instance, most people would rather be the only person in a room to win $100 than to win $200 in a room where everyone else wins $1,000.
It even seems to hold true in religion. When I ask people why they returned to the fold after years of prodigal living, only sometimes do they credit a desire to go to Heaven. More often they say, "I was afraid of going to Hell."