Fear Marketing: It Motivates People
And urges them to spend ...
Fear is a very powerful tool when it comes to influencing people to reach for their wallets. It has been used, to great effect, to flog everything from bleach (after all, who wants an army of harmful germs taking over their otherwise pristine bathroom?) to bomb shelters (run, run, the Russians are coming) ...
''Oh no! Only one left in stock? What do I do? I really, really want it! Where's my purse?'' Fear marketing has been proven to work, time and time again!
Now, I'm not suggesting that you tell prospective customers that you're the only thing that could save them from some ghastly and grisly fate - there is such a thing as too much fear - but there are definitely ways in which you can tap into some extremely common human concerns.
"And smart marketers use them all the time!"
We're all familiar with phrases such as 'limited offer', 'while stocks last' and 'one-day sale'. And we've all seen offers and promotions that implore you to 'act now' before a set deadline.
We may not be talking life or death here, but these phrases work well - and have done for decades - because they compel people to take action or else miss out on a chance to save some money or get their hands on something before the other guy. It's inbuilt, almost human nature.
Taking it a step further, think about how many businesses out there play on our fear that, unless we buy their product, we'll be left behind and won't be one of the 'in crowd'? You've still got an iPhone 5? Oh, how embarrassing!
And there are countless other ways for almost any business to use fear to their advantage. Run an IT company? How scared are your customers that a virus could wipe out their priceless data?
The other big thing that using fear invariably does is that it shifts your positioning. Very hard to come across as desperate for the business, for instance, if you're the one invoking the fear.
"Nobody likes buying from someone who's desperate!"
If you're trying to think up new ways to get more business then one of the best ideas you can have is to get a coach and be accountable to them! If you don't, you could lose out on those vital new clients who'll help your business to become super successful!
Call me on 0333 335 0421or click here to ping me an email and let's set up a coffee and an informal chat to see how I can help you further. Don't be afraid now!
Until next time ...
Keith established BlueSpot Solutions to fulfil his highest intention of working with individuals and groups to empower them to ‘Be the Difference that Makes the Difference’.
Having 40 years’ experience in training and development working in engineering, F&HE colleges in England and Brunei (SE Asia) as well as private and public organisations in the UK, Brisbane and Miami.
Keith has a wealth of experience as a trainer, facilitator, coach and consultant. Keith is also a NLP (neuro-linguistic programming) Trainer, Master Practitioner and Master Coach.
Keith also works with sports people having completed trainings with Europe’s top golf coaches Karl Morris (Master Mind Factor Coach) and Brian Hemmings (PGA approved Golf Psychology Coach). Keith is the very first Master Mind Factor Coach in Northamptonshire.