What if one simple change to your message could increase your prospect’s intent to buy, make them more likely to advocate for you and switch brands, and even boost their perception of your quality and capacity for innovation?

That one simple change is real, and it has to do with creating direct contrast between your prospect’s current state, or status quo, and a new and better future state that you want them to move to. New research reveals that contrasting the pain of the past and the upside of future—versus only touting your future benefits alone—can give our message a statistically significant edge across key areas of persuasion.