But it's likely not the message you think. (You can watch the commercial here: http://www.youtube.com/watch?v=1U0ohKpz84Y.)

"Is it wise to allow a perishable item to spoil?" Big Deal asks the hotel clerk after cracking and slamming his tattooed knuckles on the registration desk.

Shatner and the menacing figure then present reasons why the hotel clerk should accept their $65 request ...

"Why leave a room empty?"

"The additional revenue easily covers operating costs."

"Sixty-five dollars is better than no dollars."

Of course, their request is eventually accepted. And although intimidation was the obvious technique used to get the desired outcome, Shatner and Big Deal also applied some persuasive muscle by explaining what the hotel clerk would miss by not agreeing to the offer.

Often, I stress the importance of telling your prospects the big benefits of using your product or service. But if you stop there, you ignore a major piece of the persuasion puzzle that targets a powerful emotion ...

The fear of loss.

No one enjoys losing. So by telling your prospects what they will miss if they don't take immediate action on your request, you tap into an internal desire.

In the case of the hotel clerk, he risked losing an opportunity to fill an otherwise vacant room if Shatner and Big Deal left. He also risked losing an opportunity to collect $65; whereas an empty room would generate $0.

Remember, your prospects are less likely to take action the longer you let them wait. But when you tell them what they will lose by waiting, you encourage quicker responses.

Many in the marketing world argue the fear of loss -- whether it's something you have or losing a chance to get something you want -- is stronger than the hope of gain. The only way to truly know is by testing your marketing materials.

Please feel free to share this e-mail with the people in your network.

Sincerely,

Tom Trush

Get more free articles, videos and expert interviews at http://www.writewaysolutions.com/blog. Also, if you have a copywriting or marketing question you need answered, just click reply and your message will come directly to my personal inbox.

P.S. Today is an exciting day. My first book -- The Reluctant Writer's Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Prospects and Get More Customers -- is now complete and off to the editor for review. Of course, I'll let you know as soon as the book is available.