In the hands of a skilled copywriter, fear sells. It motivates, urges and moves people to take action like very few other emotions can.
Why? Because it has been proven time and time again that our desire to avoid pain is greater than our desire to gain pleasure.
But fear needs to be used well. The fear that you are playing on in your sales letter must tie in with the product you are selling. For example, if you were selling bicycle helmets to parents of young children, you wouldn’t appeal to the parents fear of germs, now would you? You would appeal to the parent’s innate fear that some harm might befall their precious little one if they rode their bicycles without your helmet.
In addition to that your product needs to offer an appropriate solution to the fear that you are tapping into. Fear works best as an incentive to take action when the fear you are tapping into is specific and widely recognized.
There are several common fears that serve as powerful motivators and encourage prospects to take action:-
1. Fear of Loss - This is a HUGE fear and encompasses various other fears, such as loss of life, youth, health, love and so forth.
2. Fear of failure.
3. Fear of Success
Other fears tie into these three primary fears.
Use fear correctly and it can be a potent selling tool. Use it incorrectly and you can actually paralyze the prospect into inaction, almost like a deer frozen in the headlights of an approaching vehicle.
Do you use fear in your promotions? Have you found it to be an effective motivator?