Aggressive messaging approaches are all the rage right now, especially when you’re the “outsider” looking to disrupt your prospect’s status quo. But what about when you are the status quo? Sometimes, you’re the insider, you have a large subscription base, and you spend a lot of time and energy trying to protect existing relationships and win renewals. What’s the most effective messaging approach for that situation—when your story isn’t “Why Change,” but “Why Stay?"

That’s the question we put to the test in our recent experiment, conducted with Dr. Zakary Tormala. Download the research brief to learn more about the study.