Try Loss Aversion instead of emphasizing gains.
"We like to win, but we hate to lose. According to the rules of persuasive psychology, we are more likely to prefer avoiding losses than to acquiring gains. This can be applied to how product offerings are framed and communicated. By underlying that a product is protective of a customer’s existing well-being, wealth or social status, such strategy might be more effective than trying to provide a customer with something additional which they don’t already have. Do insurance companies sell the payout that can be gained after the accident or the protection of the things we hold dear to us?"
Published by: benbrewer in UX