Hey ,

If you have any money in stocks, you know that seeing your portfolio balance go down say $1,000 feels way worse than the joy you feel when you see it go up $1,000.

That's the principle of loss aversion. Here's an example in an ad...

This one is from Shopify (not a client).

So the idea is that people feel the pain of losing something about 2x as strongly as the pleasure of gaining the same thing. Basically, we’re more motivated to avoid losses than we are to chase gains.

I was combing through Shopify's ad library for awhile trying to find something interesting. Their ads are kinda meh, but this one was a great example of the above.

"Never miss a sale with the #1 converting checkout." You can see how that could be more enticing than, "Get more sales with the #1 converting checkout"

A lot of people talk about selling the dream in your ads. But sometimes the better hook might be to sell the nightmare.

Testing the wrong creative is likely costing you thousands per day in lost revenue (see what I did there 😉). To fix it, book a call with me here: biddyco.com/scale​

Ben Philabaum
CEO, Biddyco​
​👋 Add me on Linkedin and Twitter​

What’s Biddyco again?

We make performance-focused ad creative for Meta/TikTok (UGC, animation, statics, video etc.) Our best fit clients are spending $100k+/month already and need more fuel for their campaigns.
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Interested in working together? Book a call with me here: biddyco.com/scale​
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​Creators: If you're a UGC creator, go here to apply for our private creator network.

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