Use the loss frame technique

- And I'd love to get your perspective in terms of when you're crafting the message, when you're delivering the message, sort of what gets in there and to see if you can sort of appeal to these dimensions. I'd also love to get your view on how could we sort of just grab people's attention in the first place and sort of get them listening to our persuasive appeal? - Well, a couple of things come right to mind. First is uniqueness. People are drawn to things that are unique. If I've got seven red balls and one white ball, people are going to notice the white ball, that's the one that's going to stand out. It's unique among that. So putting forth what is unique is going to help you in that regard, but this is where understanding the psychology of persuasion becomes really handy because it's not always about touting, "Look at this unique thing here". Sometimes it's saying, "Nobody else has this". It's the same thing kind…