Have you heard about “Loss Aversion” before? As Donald Miller talks about in Building a Story Brand, it’s basically the premise that people hate losing money MORE than winning money. Get it?
Now, think about your business for a moment. How are communicating to your clients that they are ‘vulnerable’. (Delve into their fear of loss aversion)
2. Now move on…Since they are ‘vulnerable’, they should take action to reduce their vulnerability.
3. Let them know about a specific call to action that ‘protects’ them from the risk. “What are you offering them?”
4. Challenge them to take this specific action: (Example) “Call Today and schedule your appt”
Source: http://buildingastorybrand.com
