People are risk-averse when they have something to gain. When people have something to lose, they take more risks. People won’t take a lot of risks when they could win $100, but will definitely take more risk when about to lose $100. People are willing to take more risk to minimize the chance of losing it.
This effect is known as the reflection effect and was discovered by Nobel-prize winner Kahneman. When you want customers to make a risk-averse choice (such as buying from you), test by phrasing your USPs as gains. When you want customers to make a risk-seeking choice (such as switching to you), phrase your USPs as losses.
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