Got your attention? Good, that kind of illustrates the topic of this post!
Copywriter Pete Godfrey, Australia’s own “Wizard Of Words” has made a couple of interesting posts on his blog ( “The Fear Of Loss Is More Powerful Than The Hope For Gain!” and “Persuasion Power…The Two-Sided Coin”) about the use of “negative” emotions in copywriting.
“Fear of loss” is one of them, hence the title of this post. There’s no doubt that most of us absolutely hate the idea of “missing out” on something. That’s part of the idea behind the use of the “scarcity” tactic in offers as well.
I know from my own experience that I have moved pretty fast when I’ve thought I was going to miss out on something that I really wanted. Recently, I heard about an upcoming workshop in September. There were only 30 places available but I figured I had some time before I had to book and pay over my money. About a week later, however, I got an email informing me that there were only 3 places left. I couldn’t get my credit card out quick enough!
So fear of loss can be a powerful tool to use in copy. The other thing Pete talks about it using negative emotions to stir people to action. The example he uses is guilt, but fear and jealousy are other emotions to use.
Master copywriter and teacher David Garfinkel calls this “Negative Optism” or the “optimal use of negative thinking”. You see, many of your prospective customers out there are mired in negative thinking and emotions. And sometimes, the best way to reach them is to meet them where they are, connect with them and then lead them out of that emotional swamp to something better.
It’s sometimes difficult to do because most copywriters and entrepreneurs tend to be positive individuals who take responsibility for their own lives. We instinctively shy away from wallowing in negativity. But it’s not about us. It’s about the prospective customer and understanding where they are coming from.
Be careful how you use “negative” emotions, however. Copywriter Carl Galletti advises that if “you throw someone in the water, don’t leave them too long!” In other words, use negative emotions or fear of loss to grab attention and stir up the problem but make sure you offer a solution and a way out. I’ve done a couple of critiques recently where the negativity has gone on way too long and become downright depressing!
So keep these ideas in mind. They are not used as often as the more familiar “hope for gain” approach and they can be very powerful.