and the next twenty seconds i'm going to give you a persuasion tactic that will allow you to sell anything to anybody human beings are twice as sensitive to loss as they are to gain it's called loss aversion basically if i were to give nick a hundred dollars he'd be happy and if i took that hundred dollars away from him he would be twice as i'm having so if you want to get your audience to take action on your fitness program don't talk about how they're gonna get fit in your program explain that if they don't take action they're going to get fatter