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Marketing via Fear Properties Inventory

The Properties of such strategies always raise questions.

Would you want to convince your customers via fear?
Are you ready to use the complete checklist of the marketing via fear properties?




If you don't like the way it sounds – stop here


Stop


Otherwise,

What if it was possible for you to sell goods or services as a solution to a problem you did implicate yourself?
What if building your brand could rely on insecurity and be effective?

  An advertisement statement that inbounds fear properties is always effective. In order to successfully implement panic features with your strategy, consider the checklist:

  • The weakest of consumers you could target are those with low self-confidence.
  • Offer an unique way to overcome the fear trait your marketing strategy did implicate in the first place.
  • The actions advised must be shown as a 100% efficient measure, that will "prevent" unwanted personal effects.
  • The statement should be designed in a way, that does offer the customer an easy choice.
  • Call to action.


  The outcome of your strategy will depend of how you follow this listing. If you skip one, the whole recipe might end up in a mess. No matter how strong you push your resources, it simply won't work. If you imply a fear component more than needed, it might lead to personal effects like apathy. A quantity of merchandise or goods held in stock or an empty office an no orders could be the unwanted results. You would not want too hurt your property.


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Imagine a deer staring at the lights of a truck.

 A description built upon fear features can cause paralysis. It will help you register better report with your sales, but only if clients can affect the outcome. The right of possession, use or disposal of property, goods or service should be handled carefully. In order to construct an efficient message with the power of fear, the ad must consist of well defined rules.


Threat restriction is crucial for success.

Be careful how strong you emphasize your impact at features. Build a list of all possible outcomes. Estimate how far could you go.

How does this work?
In a word – stress.

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Fear leads to huge amounts of stress. If used right - that can effectively manipulate.
Insecurity is a key quality in the marketers checklist or target client properties .


Could you add such features to the products and services you sell?

As long as they provide solution to a given problem - it can work. Fear usually reports of possible loss. There is no better way to provoke somebody into action than that. As long as your product or service stimulates such reactions, it can in fact provide amazing results.

How about the moral side of such kind of tactics? To rely on product built in fear properties in order to sell is a common technique. Our brain inventories  such signals easily. Let's take car brakes for an example. Or maybe life insurance programs? We better not even mention diseases or medical treatments. Things like that make use all think of self preservation.

So, if you do offer a product or service, that can save a life, put end to pain or could help in a difficult situation - even you would buy it. Now that makes a bit more sense, doesn't it?


Keep it simple.

If a marketing statement,
based on a fear report,
is to be effective,
you must aim at specific threats. 



It is easy to sell sunscreen, because everybody knows about the Sun.

To sell a cleaning product that kills a certain bacteria is valuable only to few. 
The threats you target should be easy to register. Carry a simple message.

Focus not at the product itself but try to provoke emotional reactions toward it. 

We spend money not because of what we buy, but because of what its properties and qualities makes us feel. Follow this simple checklist and success awaits you. The brain will never underestimate a fear report.


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The point is not to generate new types of fear, but to rather use reports of such, that already exist. The other way around is possible, but it does not work that good. Building a checklist of what you could use is a must. 

Hygiene is an excellent example. 

The hand soap Purell, sold by GOJO Industries, was announced for the first time in the distant 1988. At that time hand hygiene did not have such strong marketing properties as nowadays. Lets look what records can teach us:

In 1997 Purell literally took over the market.

Did you know that bad hand hygiene does cause diseases to spread more?
That is not really true, but wait..

 A 2003 study, sponsored by the American microbiologist association, shows that a huge number of visitors do not wash their hands after they use restrooms of public property. That report is astonishing! More than 30% of all airport visitors in London, 19% of all airport visitors in Glasgow and 27% of those in Oxford do not wash their hands after they leave the restroom. Nearly 58% of people use soap after they sneeze and 77% wash after they change a baby's diaper. 

On Purell's website you could find a list of 99 reasons you should use it in your daily life. Nobody really knew that in 1988.

"A factoid is a questionable or spurious (unverified, false, or fabricated) statement presented as a fact, but without supporting evidence."

- Wikipedia

Good luck motivating your clients, fellow marketers!

And do not forget!
In order to use a gas service - you needs a gas certificate.
If you fear law suites over property inventory issues - you need a professional service.

Follow these simple tips and success awaits you.