I dont really watch YouTube.
Rather, I listen to it.
Naturally, the YouTube Premium ad came for me.
It popped right whenJoe RoganaskedJordan Petersona tricky question.
Obviously, time expanded right then, and I couldnt bear waiting.
So I took my phone out of my pocket to skip the ad.
Yet, instead of pressing the button, I froze.
My observant eye caught a subtle marketing trick.
The message box didnt say skip ad, it said skiptrial.
Its not a random choice of words.
YouTube marketers were leveraging a specific psychological trait which isloss aversion.
According topsychological studies, our minds are more sensitive to losses than to gains.
It is especially the case for objects and possessions say, a month of free trial, for example.
Roughly speaking, losses hurt about twice as much as gains make us feel good.
YouTube subtly used loss aversion as a marketing tool.
Marketers didnt ask me if I preferred to skip the ad, but to skip the trial.
When I saw the message box, I hesitated.
Does this mean that Ill never get this offer again?
Frankly, I hate being interrupted by ads I should probably consider subscribing.
Besides, my battery will thank me for it.
We dont have the same resources nor the same reach.
Nevertheless, we could still leverage loss aversion in our marketing.
There are several ways to persuade as YouTube did.
In all cases, it boils down to the adoption of loss-oriented formulations.
To illustrate, here are three varied examples that can nourish your creativity.
you might articulate your message as follows:
Dont want to miss the latest articles/videos?
Sign up here
you’ve got the option to also use this technique to deter subscriptions.
As you may have noticed, loss-aversion isnt limited to items.
It can include experiences so long as that the experience is concrete.
Then state it clearly in a short sentence.
I didnt go for you wont find this promotion elsewhere becauseexaggerationcan hurt your credibility.
Therefore, the more specific and honest you are, the better.
If youre pitching
Before the interview, start by identifying your strongest argument.
When you present it, bring up your loss-oriented tone.
Or
Another company cant bring you the same connections we have across the supply chain.
Choosing the right words is a part of the latter.
(Thanks to Niklas Goke.)
it’s possible for you to read the original piecehere.
Story byNabil Alouani
Self-improvement geek, psychology explorer & neuroscience enthusiast.
