How do we use messages from the failure category in order to use them in our marketing campaign? Use the fear appeal...
by Joe · 16 things on Twos
- Make the reader/listener recognize that they are vulnerable to a threat
- 'Nearly 30% of all homes are susceptible to a termite infestation'
- Let the reader know since they are vulnerable, they should do something to reduce their vulnerability
- 'Since nobody wants termites, you should do something to protect yourself'
- Inform the reader of a specific call to action that protects them from the risk
- 'We offer a complete home package that will ENSURE your protection against termites'
- Challenge people to take this specific action
- 'Call us today to schedule your home treatment'
- Fear is salt in the recipe
- We do not need to overuse fear, just a pinch will do
- Too many warnings about imminent doom will turn readers off
- Messages containing moderate amounts of fear rousing content are most effective in causing attitudinal change
- What negative consequences are we helping our customer avoid?
- Define the mistakes that will help our customer defeat failure
- This will dramatically convince them to want to do business with our company
- This will drive them to learn more about the features that we offer to help them overcome their problems