I was recently sent an article that was distributed to advertising copywriters. The article starts out by giving advice on how advertisers can use benefits in their advertising copy. And then it moves on to explicit instructions of how to use fear to get people to buy products. Her is the advice advertisers are given:
“Every benefit is just one side of a coin; the other side is a fear.
Because while prospects desire all these things, they also fear NOT having them in their lives. They fear poverty and dependence … illness and pain … being abandoned and left alone, and being thought little of.
And so sales copy that promises to deliver a much-desired benefit and alleviate a nagging fear can be twice as effective as copy that focuses on benefits alone.”
The article, by an advertising consultancy company then go on to give explicit instructions on how to use fear to get us to buy their products. Here are some lowlights of advice given to professional advertising copy writiers:
“If you’re going to invoke fear in your sales copy, make sure it’s a fear that’s already waking your prospects at 2:30 AM in a cold sweat.” - This advice is given so advertisers don’t waste their time and copy on trying to instill new fears. It’s easier and cheaper to use fears we already have apparently.
“If you’re going to use fear in your copy, make sure it’s an imminent fear. Something that is likely to happen in the very near future – or better yet, at virtually any moment.” it then goes on to state that people don’t act on distant fears, ‘you have to make them imminent and gives many advertising examples including “In other words, someone near you was a victim of a violent crime in his or her home yesterday. If it was your next-door neighbor, you’re many times more likely to be buy a burglar alarm today than if the victim was a mile or ten miles away.”
“Using a fear that paralyzes prospects won’t do you any good and it sure won’t help your prospects.”. The moral for advertisers here is that “I do not want him frozen into inaction by the fear”.
“Pushing your prospects’ panic buttons is pointless unless you can show how your product eliminates the cause of his fear.” - The advice here is that advertisers don’t waste time and money “invoking a fear that isn’t actionable”. In other words the fear you use must drive ‘prospects’ to a sale, “it must be actionable.”
Lastly the guide ends on a cheery little piece of advice to advertisers:
“A little fear goes a long way. It’s a powerful attention-getter. Used correctly, it can add dimension to your product’s benefits and motivate prospects to order now.”
We all know advertisers often use fear to sell. I just wasn’t aware how cynical, clinical and purposeful the practice was.
Advice: If you are about to buy anything just question your motivations for doing so and make sure you aren’t being manipulated. The more emotionally resilient you are the less likely advertisers fear inducing tactics are likely to work.
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