Random observations
"In the writing of copy the appeal of 'fear of loss' can often far outweigh the appeal of 'the desire for gain.' I have known men who refused to risk any amount of money in gambling—simply because the only amount of money that would give them any considerable kick in winning would have had to be sizable enough to distress them greatly if they were to lose it. That is why good copy often utilizes both arguments: what you may lose, risk, or waste if you do not buy the product; and what you may gain or save if you do buy it."
Source: How to Write a Good Advertisement by Victor O. Schwab, page 202.
