For this reason, if you want to convince someone about something, don’t focus on the advantages; instead highlight how it helps them dodge the disadvantages. Here is an example from a campaign promotion breast self-examination (BSE): two different leaflets were handed out to women. Pamphlet A urged: “Research shows that women who do BSE have an increased change of finding a tumour in the early, non treatable stage of the disease”. Pamphlet B said: “Research shows that women who do not do BSE have a decreased chance of finding a tumour in the early, more treatable stage of the disease.: The study revealed that pamphlet B (written in a “loss-frame”) generated significantly more awareness and BSE behaviour than pamphlet A (written in “gain-frame”).
Excerpt from: The Art of Thinking Clearly by Rolf Dobelli