B2B Marketing Trainer and Consultant
Join the pain, split the gain.
People are more sensitive to pain (losses) than to gain. On your pages, group pain points (e.g., price and shipping) into one item and split gain points (e.g., discounts and free shipping) into multiple items.
These techniques leverage findings from several psychological studies. Humans are more sensitive to pain than to gain. The happiness of finding a $20 bill on the sidewalk doesn’t match the pain of losing a $20 bill in the same location.
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Franco Folini is a marketing trainer and consultant with a background as an e-commerce entrepreneur in Silicon Valley. He taught at UC Berkeley Extension and currently teaches at the University of Strasbourg and Università della Montagna in Edolo, Italy. Recently, he moved back to his native Valtellina in the Italian Alps. Franco frequently speaks about the impact of AI and other technologies on marketing. For more details, visit his LinkedIn profile or email him at folini@gmail.com.