A friend emailed me yesterday about the issues involved with promoting your business by trying to increase the fear, uncertainty and doubt in the minds of your prospective customers.
“Frightening the horses” was the phrase he used.
So it is it a good idea about…
Selling On Fear Uncertainty & Doubt
Using FUD (fear, uncertainty and doubt) has to be carefully handled as it can push potential clients away as easily as it can pull them towards you.
I think this is where ethics comes into marketing and selling.
Selling on FUD is fine if:
- You have genuine doubts on what is going on.
- You’re trying your best to prepare people for bad times but with their best interests at heart.
An Example Where Selling On Hope Rather Than Fear Was Wrong
Look at the property bubble a few years ago and how some people were pushing property purchases in Spain.
Prices were high but would they go higher or were they about to crash?
Most property developers were pushing a line that went “buy now before prices go higher”.
That’s selling on the hope of better things – you can make a capital gain from your investment in Spanish property although there is also the fear that, if you delay your purchase, it will cost you more.
What if a professional financial adviser came out with a contrary view “7 reasons why you need to delay your purchase of your dream Spanish villa until after the property crash”.
This adviser has recognised the property price bubble and is taking the stance that property prices are going to fall. (He was right).
Fear Vs Hope – Standard Wisdom or An Alternative View
There are two ways to thinking about presenting your case:
- Joining in the conversation going on in the prospects minds – things are tough, it’s time to make difficult decisions, but you need help to look at the financial issues involved in these times of uncertainty.
- Being a contrarian. This has the advantage that your message will stand out from the crowd and attract more attention although many will reject the basic premise – green shoots are starting to appear after many years of troubles. Your competitors are weak and opportunities are about to appear that you can take advantage of if you’re properly prepared.
I was writing this morning about how some people are motivated by moving away from problems while others are motivated to move towards solutions. (What Should I Do Before Starting A Business)
Similarly, some people will respond to messages of fear, others will respond to messages of hope.
Both are open to manipulation by the unscrupulous but both are legitimate if the thoughts behind them are based on the best interests of the client.
What Are Your Thoughts About Selling On Fear, Uncertainty & Doubt?
Do you think sales and marketing promotions should emphasise the positive rather than the negative?
People are vulnerable when they are hungry, angry, lonely and tired (Marketing To Emotional Weaknesses)
Selling & Marketing Hope can also be very manipulative.
There is an ethical issue involved with marketing since you are looking to persuade someone to do something that they didn’t intend to do. Is all marketing manipulative or are their lines that should not be crossed?
Or it it a case of caveat emptor, buying beware?
My own view is that the best marketing is persuasive but it moves people towards taking action that it is in their own best interests.
