Loss aversion is twice as strong as desire — use it in offers
Humans are evolutionarily wired to be approximately twice as motivated by fear as by desire. We'll pay twice as much to avoid something bad happening as we will to gain something good. This fear-driven motivation is where most money is made in information products and coaching — people are far more likely to act when they're trying to avoid a loss than when they're pursuing a gain. When someone spends money, they're giving away a piece of their life because they traded their time to earn that money. Understanding this makes the resistance to purchase completely logical rather than frustrating. Design your offers to acknowledge this reality rather than fight it.
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Fear Motivates Twice as Strongly as Desire in Buying Decisions
Humans are evolutionarily wired to be approximately twice as motivated by fear as by desire. We'll pay twice as much to avoid something bad happening than to gain something good. This fear-driven motivation is where most money is made in information products and coaching.
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Loss Aversion Wired In — Why Spending Creates Anxiety
Humans are wired to be about twice as motivated to avoid loss as they are to pursue gain. This makes fear of loss a huge motivator, which is why asking someone to spend money creates anxiety about potentially losing that money.
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The Emotional Weight Behind Every Spending Decision
When people give you money, they're actually giving you a piece of their life because they traded their time to earn that money. This makes spending decisions emotionally significant and creates natural resistance.