If you’re looking for help with writing effective copy for your service-based business, you’ve come to the right place.

And to get started, here’s a question for you: what makes you act more: the idea of gaining something or the idea of losing something? 

Let’s think about the heating of your house. You’re in your house and it’s cold – the insulation in your roof is so poor that you are losing heat.

No matter how often you turn on the heating or for how long you keep it on, the house remains cold because the heat is seeping out of the roof. 

Would you pay money to buy more heaters to heat your house OR would you pay to redo the insulation in your roof?

• If you buy more/better heaters, you gain immediate heat. You gain direct heat.
• If you redo your insulation, you avoid the loss of heat. 

The result is the same. But, with one, you create waste (here, it being that the heat still escapes from the roof even with more heaters). And you waste your money. 

This means that the decision that enables you to GAIN heat is a waste of money in the long run because you still LOSE heat.

You don’t get value for money, and you’ll probably have buyer’s remorse and regret. 

So really, you’d probably pay to avoid the loss of heat by getting your insulation redone, right?

This idea works into a psychological principle called “loss aversion” – this is what psychologists call the dominant role that  fear plays in day-to-day decisions.

It’s a simple idea: people want to avoid loss more than they want to acquire gain. We are more motivated by the threat of losing than we are by the prospect of winning.

And so, in your copywriting, when you are able to hit on pain points and agitate the problem that your ideal client or customer is facing surrounding the thing that they are trying to avoid, you can make them feel and IMAGINE the pain of not taking action.

This in turn helps them make a decision – a decision to act, to buy, to schedule a discover call with you. A decision to convert.

In Episode 18 of The Copy Coach podcast, I’m going to share something with you that is going to help you write copy that actually resonates with your ideal clients and makes them more inclined to pick you to help them in their journey.