If you want to be more persuasive, you need to know when to focus on gains and when to focus on losses. People react differently to messages and facts depending on how they are framed. A message can emphasize benefits, “gain-framed”, or it can emphasize costs, “loss-framed.”
Persuasion is the ability to influence. According to Tony Robbins, persuasion is the most important skill you can develop. Why? Because without it, your ideas won’t get traction. Without influence, you won’t get the resources or support you need. Without influence, you won’t be able to communicate your unique value to the world.