Direct-Response Marketing Copywriter Tom Trush | Advertisements, Website Content, E-mail Autoresponders, Sales Letters

If you’ve seen the recent Priceline.com commercial where William Shatner introduces Big Deal, a burly, goateed intimidator, to “negotiate” a lower price on a hotel room, then you’ve observed a powerful lesson in persuasion.

But it’s likely not the message you think. (You can watch the commercial here: http://www.youtube.com/watch?v=1U0ohKpz84Y.)

“Is it wise to allow a perishable item to spoil?” Big Deal asks the hotel clerk after cracking and slamming his tattooed knuckles on the registration desk.

Shatner and the menacing figure then present reasons why the hotel clerk should accept their $65 request …

“Why leave a room empty?”

“The additional revenue easily covers operating costs.”

“Sixty-five dollars is better than no dollars.”

Of course, their request is eventually accepted. And although intimidation was the obvious technique used to get the desired outcome, Shatner and Big Deal also applied some persuasive muscle by explaining what the hotel clerk would miss by not agreeing to the offer.

Often, I stress the importance of telling your prospects the big benefits of using your product or service. But if you stop there, you ignore a major piece of the persuasion puzzle that targets a powerful emotion …

The fear of loss.

No one enjoys losing. So by telling your prospects what they will miss if they don’t take immediate action on your request, you tap into an internal desire.

In the case of the hotel clerk, he risked losing an opportunity to fill an otherwise vacant room if Shatner and Big Deal left. He also risked losing an opportunity to collect $65; whereas an empty room would generate $0.

Remember, your prospects are less likely to take action the longer you let them want. But when you tell them what they will lose by waiting, you encourage quicker responses.

Many in the marketing world argue the fear of loss — whether it’s something you have or losing a chance to get something you want — is stronger than the hope of gain. The only way to truly know is by testing your marketing materials.

Related posts:

1. What My 4-Year-Old Daughter Taught Me About Writing Persuasive Copy