An interesting pattern: > Netflix found that people are more likely to stick with the service if cancelling is framed as "losing benefits" rather than the programs they could enjoy by staying > Golf (Pope & Schweitzer): an analysis of over 2.5 million putts in professional golf found that golfers were more precise when putting for par (to avoid a loss) than for birdie (to achieve a gain). > Teacher Performance (Fryer et al.): this study gave teachers bonuses either at beginning of year (to be returned if targets weren't met) or end of year (as reward). Teachers given upfront bonuses (loss frame) showed better performance than those promised end-of-year bonuses. Moral of the story: People hate losing stuff. They hate losing a lot more (about 2x as much) as they like an equivalent gain. It's called "loss aversion". It's totally asymmetrical! And where there's asymmetry, there's an advantage. And where there's an advantage, there's economic opportunity. For folks selling Amazon products, they can rephrase some of the benefit statements (in bullets, EBC, and photos) as loss aversion statements. Examples: "Get better sleep with our premium mattress" → "Don't lose hours of sleep with our premium mattress" "Save money with our long-lasting product - 3x more durable" → "Stop wasting money on replacements - our durable version lasts 3x longer" "Arrive on time to meetings with our reliable alarm clock" → "Never miss important meetings with our reliable alarm clock" "I'm saving $100/month with this solution" → "I was wasting $100/month before finding this solution" "Keep your phone safe with our protective case" → "Protect your phone from costly drops" Rooting for you, Pat
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