Should you tell your customers what they’ll win if they buy your product, or what they’ll lose if they don't?
It’s the age-old marketing toss-up. But thanks to a little thing called Prospect Theory, we actually have the answer.
The pain of losing
Behavioural economists (and anyone who’s ever lost a £20 note) know that the pain of losing is roughly twice as powerful as the joy of gaining. This is loss aversion.
If you tell a CEO they could "gain £100k in efficiency," they might nod politely. If you tell them they are "losing £100k every year to inefficient systems," they’ll stay up at night thinking about it.
When to use which?
- The Gain Frame (inspiration): Use this for brand-new categories or lifestyle products. When you're selling a better version of yourself, focus on the sunny uplands.
- The Loss Frame (urgency): Use this for B2B services, insurance, or software. Focus on the cost of Inaction. In 2026, with budgets tighter than ever, saving what we have is often a much bigger motivator than getting something new.
The golden rule: Be specific. Slapping "don't miss out!" on your landing page is too woolly. What exactly is the reader losing? Time? Status? Competitive advantage?
Framing isn't about lying; it's about lighting. Use loss aversion to highlight the leaks in your customer's boat, and gain framing to show them the shore.
