Using Fear In Your Advertising

In the last article we looked at the emotion of GREED.
Now lets flip it around and look at fear instead.

The fear of loss is greater than the hope for gain. Let me explain what I mean by that by giving you an example you may be able to relate to.

Lets say you make a bet with a friend. Perhaps $20 over a game of football. If you win, the $20 will be a nice little bonus. But if you lose, losing that $20 will cause you some serious heartache.

The point here is that you feel the loss far more than the gain.

So if you want to use fear in your promotions, how about using a sense of urgency?

Tell them that your appointments are limited, or you’re only taking on 5 new clients this month.

Tell them that you only have 25 items remaining.

Tell them your stock has been water damaged so its only half price, but you only have 12 left.

People HATE being the one to miss out and will do anything to make sure they don’t.

It is a form of take-away selling. Tell them they might not get something and they want it even more.

Because we’ve ALL missed out on a bargain, and we ALL really hated it. And that’s why fear of loss is very powerful to use in your sales copy or ads.

OK. This was only a short article this week, but the lesson is very powerful. I hope you get to use it in your sales copy, or even when you talk to new clients and customers.

Next week I’m going to stay with fear (so check your inbox carefully!) because I want to give you the do’s and don’ts of scaring people in your sales copy. Its an important article if you want some advanced copywriting techniques because if you get it right it’s great. But if you get it wrong it can land you on your backside quick smart.

I look forward to speaking with you then,

HTsignature1