In this episode, Paul explains how loss aversion will influence the customer's decision to buy.

Show Notes:

Losses loom larger than gains. Therefore, we will focus more on what we give up versus what we gain. 

Think of a 401K; you are saving money today for a long-term, future benefit. It's painful to give up that money today. 

You place a higher value on what you give up today than what you could potentially gain in the future. 

Loss aversion is real, and here is how you overcome it…

 

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