Psychology is full of interesting and useful facts. Here’s one: 

Humans are more likely to take action to avoid pain than they are to pursue pleasure.

So if you want your marketing to be more effective, then you need to explain how your small business can help customers avoid something bad rather than achieve something good.

Talk about the pain that can be avoided by using your product or service, as opposed to the wonderful joys that your product or service brings. 

The best marketing taps into human psychology.