What are you doing about the “Fear Factor?”

Fear (especially during the current uncertain economic climate at hand) figures massively into people’s psyche. Fear is a behavioral motivator hardwired into the human brain and factors significantly into your client’s behavior (i.e., will I buy your product or service despite my fears).

Consider these fast facts about fear:

• Fear Is a Fundamental– Unless you’re fortunate enough to possess something so compelling and so unique and so special that consumers are rushing to buy your product or service because they can’t duplicate it anywhere else… you’ve got competition.

• You’re Really Stealing Clients–You aren’t so much attracting new clients or customers as stealing someone else’s. This should be a HUGE consideration when you market, promote or advertise.

• Most People Are Fearful– If your marketplace is highly competitive (and who’s isn’t these days), you face a very fearful consumer. Statistically, 92% of the population are fearful, 8% are aggressive (University of Winnipeg, 2005).

The Devil You Know

Fear is so strong and so pervasive in our collective psyche, that we’ll suffer through incredible amounts of discomfort, abuse and downright pain with our current provider (the devil we know), before we even consider making a change (to the devil we don’t know).

Overcoming Consumer Fear

Conquering fear, in your consumers and in yourself, is a process of replacing fear with a sense of well being. The fixes for a fearful marketplace?

• Fearful Times Are Not the Time to Pull Back– eliminating your marketing during more fearful times only heightens consumer fear. In the communications “vacuum” rumor replaces reason, innuendo replaces facts and immediacy replaces memory. Marketers call it FUD: Fear, Uncertainty & Disinformation.

Think your clients and prospects will remember you a few weeks, months or years down the road when they haven’t heard from you? The statistics say otherwise…

• Frequent, repetitious, credible communications will overcome consumer fear… we’ve seen it work in hundreds of applications.

• Replace Fear with Well Being– Eventually we replace a consumer’s fear with a sense of well being, overcoming one of the biggest obstacles most of us face in attracting new business.

Want some solutions? Let’s talk. The first dozen or so questions are on us. Let’s make you a “FEARLESS MARKETER.”

Pete Johnson

pete@whiteinkstudio.com

simplicity… transcending communications barriers

949.287.4555, xt. 302 o

949.422.7170 c

www.whiteinkstudio.com