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Scare Tactics and the Art of Making the Sell

by tpw
28 replies
If you want to get someone's attention, scare the crap out of them.

If you want to sell them something, scare them.

If you want to build their trust in you, scare them and show them that you are their salvation.

If you want someone to follow you, scare them to show them how you are looking out for their best interests...



Is this really the state of commerce in the world?

For the most part no, but here in the forum, many people choose this approach far too often if you ask me.

For the record, I do it for fun. I scare the crap out of people -- for fun. Yet, I also give people the opportunity to see that I am kidding, if only they are paying attention.

Other people scare the crap out of people with all seriousness, never revealing a punch line.

They lead people to personal Chicken Little moments, "OMG, the sky is falling! The sky really is falling!! It is the end of the world as we know it!!!"

As entrepreneurs, isn't it our jobs to identify obstacles, adapt and change, and seek opportunity in new challenges that others will face?

Isn't it?

Or is it to point to challenges, and tell people this means it is the end of their world? And to tell them that their only hope is to stand in a forum and cry about how some third-party individual or company is out to destroy their fortunes in business?

When I see the Chicken Little's of the forum, I just want to reach out and grab em by the top of the head and spin em...

More so when I see the people who try to drive people into Chicken Little moments, with all of the seriousness of the judge announcing the punishment of the death penalty. "At the appointed time, you will be subjected to a current of electricity, until which time your body ceases to function."



The easiest way of course to drive a person to the Chicken Little moment is to mention what Google is doing next, as if Google holds our futures in its hands... Willing to caress us or to crush our head between its fingers, depending on its whims of the moment...

I feel bad for the poor souls who believes that Google is in charge of whether we can make our online businesses a success... Don't people realize that they are in the driver's seat of their business? Don't people realize that there are dozens of traffic strategies they could be using, and millions of websites they can use to get traffic?



What about you?

Are you a Chicken Little?

Do you allow people to convince you that you will fail, by no failure of your own?

If you are happy to let other people dictate to you your future, why not just go back to the job world, with the other people who are not in control of their futures and possibilities?

Food for thought?



If you think I am wrong, tell me... But also tell me why I am wrong?
#art #business #fear #making #scare #sell #success #tactics
  • Profile picture of the author Dan C. Rinnert
    None of it matters, Bill. We're all going to die in December of next year anyway.

    But, if you don't want to die, send me $999.99 and I'll send you a complete, illustrated guide to avoiding the apocalypse.

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    • Profile picture of the author E. Brian Rose
      Originally Posted by Dan C. Rinnert View Post

      None of it matters, Bill. We're all going to die in December of next year anyway.

      But, if you don't want to die, send me $999.99 and I'll send you a complete, illustrated guide to avoiding the apocalypse.
      PayPal address, please?
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    • Profile picture of the author oneplusone
      Originally Posted by Dan C. Rinnert View Post

      None of it matters, Bill. We're all going to die in December of next year anyway.

      But, if you don't want to die, send me $999.99 and I'll send you a complete, illustrated guide to avoiding the apocalypse.
      I doubt we will be wiped out in 2012, but we might not have the internet etc...

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  • Profile picture of the author Tina Golden
    I once started a thread here that touches upon what you're saying. I said that I felt adaptability might be the most important characteristic of the entrepreneur/business builder. (I tried to find it and can't seem to now.)

    If your business relies on any one method of promotion, traffic generation or anything else, you are setting yourself up for failure. The old "don't put all your eggs in one basket" adage.

    And if you can't adapt, and quickly, to a changing environment, you probably shouldn't be in business. That's a major factor that separates those who own the business from those who work as employees.

    Sadly, those scare tactics work because more people are NOT adaptable than are. Just like there will always be more employees than employers in this world.

    Tina
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    • Profile picture of the author aandersen
      I wonder how many Chicken Littles are going to come in here and do the old, "I agree with you completely" routine. Just sayin...


      On another note...


      Originally Posted by tpw

      If you want to get someone's attention, scare the crap out of them.
      Unnamed Marketer: "I have to be quite, my mom heard me get on the webcam again."
      Bill: "BOO!!"
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  • Profile picture of the author mikemcmillan
    Bill, I have very strong feelings on this buy I'm AFRAID to answer . --Mike
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  • Profile picture of the author Steve Wells
    There are really only two factors that motivate people in life, one is fear and the other is love.....

    Fear is not the best, although the majority of people in the offline and online marketing world seem to like to use it.

    Because they are afraid that they cannot make a sell by loving people, by being honest and other loving tactics.

    This will never change as far as I know, but I always do my best, not to pressure with fear.

    A sense of urgency is not really fear, especially if the urgency actually exist.

    Give your best, your all, the highest quality you can give, be honest, over deliver, and the rest should take care of itself. And if it does not, at least you can look yourself in the mirror and see a good guy.
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    • Profile picture of the author ExRat
      Hi Dan,

      But, if you don't want to die, send me $999.99 and I'll send you a complete, illustrated guide to avoiding the apocalypse.
      I'm looking for something like this product, but with a twist.

      I actually want to die and I'd like a complete, illustrated guide to making sure I'm at the epicentre of the apocalypse.

      Do you have this version in stock? If so, how much please?

      ...........

      Scrap that, I've just been informed that because I'm already in the UK, I have no need for this product after all.

      :rolleyes:
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    • Profile picture of the author aandersen
      Originally Posted by Steve Wells View Post

      There are really only two factors that motivate people in life, one is fear and the other is love.....

      hmm... I thought the trick was to encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help throw rocks at their enemies...

      but if I only just loved them, damn...
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      • Profile picture of the author Steve Wells
        Originally Posted by aandersen View Post

        hmm... I thought the trick was to encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help throw rocks at their enemies...

        but if I only just loved them, damn...
        Nahhhhhhhh, the trick is to learn, understand and apply a loving action in each situation, what will work best without being dishonest or using fear tactics.
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    • Profile picture of the author WD Mino
      Originally Posted by Steve Wells View Post


      Fear is not the best, although all people in the marketing world seem to like to use it.

      Because they are afraid that they cannot make a sell by loving people, by being honest and other loving tactics.
      Hi Steve,
      How are you doing?
      I have to be contrarian here. you have said All people in marketing. ermm. No not all Steve.
      You mention they are afraid (which they Steve?) What you just said though I know your heart in what you are saying so I will say that I know you and how you treat others. However. My friend what you just implied is that all are using fear to make sales because their own integrity,honesty and caring nature is non existent.

      See how that sounds man?
      -Will
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      • Profile picture of the author Steve Wells
        Originally Posted by WD Mino View Post

        Hi Steve,
        How are you doing?
        I have to be contrarian here. you have said All people in marketing. ermm. No not all Steve.
        You mention they are afraid (which they Steve?) What you just said though I know your heart in what you are saying so I will say that I know you and how you treat others. However. My friend what you just implied is that all are using fear to make sales because their own integrity,honesty and caring nature is non existent.

        See how that sounds man?
        -Will
        Will, I am doing great.....

        I changed what I wrote to be more accurate....

        As to the integrity of those who use those types of tactics.....

        I believe that you can only go as far as you have been taught, and if thats what you have been taught, it makes perfect sense to use it, especiallly if it works.

        In addition, fear is exactly what motivates any salesman to lie or use deceptive tactics, there are not ifs, ands, or butts about that.

        The exact fear is that "they believe that they will not sell their service or product" unless its presented with a hint of fear.

        We all know that fear sales, its a proven fact, but its not the best way, all media professionals and marketing professionals are taught this in college.

        I'm not sure how many professionals have ventured out of the traditional ways of marketing tactics that are taught at university levels. But as a Christian, I personally would rather fail than use deceptive tactics such as fear.

        I'm not accusing anyone specifically or saying that they are evil, just that have nor learned nor do they know of any other way.......

        Again this is a generalization...... and those whom it applies to, can take it or leave it, no offence meant for sure.....
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  • Profile picture of the author sweetgal
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    • Profile picture of the author ExRat
      Hi Sweetgal,

      Originally Posted by sweetgal View Post

      It works. I have been receiving lots of email using this kind of business language. One of them said" Do you want to know why your blogs will not make you a cent in the next two days?" I had to open this one, only to know that someone was selling baby dippers to me. It is fun and am liking it.
      With respect, WTF?

      It works.
      So you bought the dippers? How have they helped your blog earn a cent? And what are baby dippers? Are they like those biscuits that come with a seperate carton of biscuit-dip?

      It is fun and am liking it.
      Well that's what matters. :confused:
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      Roger Davis
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      • Profile picture of the author Dan C. Rinnert
        Originally Posted by ExRat View Post

        And what are baby dippers?
        It's a big bucket of hypoallergenic liquid latex. Instead of using diapers, you just dip the baby's bottom half in the latex. Dries in a half hour--faster if you use a hair dryer. A bit of a pain to peel off when the baby needs changing, but it holds up to twenty pounds so you don't need to change the baby as often.
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  • Profile picture of the author aandersen
    Roger... dude... between this and big fork money seo... you about had me needin them dippers...
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  • Profile picture of the author Andyhenry
    Hey Bill,

    I mentioned the same thing here a few years ago and got a barrage of "that's marketing - don't bitch about it just because you don't like it" replies.

    I've always had a problem with the "give them an itch to scratch" copy but it's very extensively used because it works.

    As far as the "here's why you're failing" type stuff - I find it offensive. More often than not I'm actually more successful than the person saying it, so it just makes me think they're ignorant for assuming everyone they talk to is a struggling loser who needs their 'help' in order to stand a chance of doing well.
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    • Profile picture of the author tpw
      Originally Posted by Andyhenry View Post

      As far as the "here's why you're failing" type stuff - I find it offensive. More often than not I'm actually more successful than the person saying it, so it just makes me think they're ignorant for assuming everyone they talk to is a struggling loser who needs their 'help' in order to stand a chance of doing well.

      I believe that people have a natural inclination to assume that everyone else is just like them.

      That is why they assume us to be failures.

      When I was working in a steak house in my 20's, I realized that this inclination happens on the grill too.

      People who think steaks should be served rare, like I do, tend to under-cook the meat.

      Those who think steaks should be served well-done, like my dad did, tend to over-cook the meat.

      I remember one time my dad called me and invited me to come over and eat steak with him. I agreed. He asked how I wanted my steak cooked, and I told him rare.

      He laughed incredulously and said I did not want my steaks rare.

      I assured him that I did.

      He asked again how I wanted it cooked. I told him 30-seconds on each side. If I cannot hear it moo, I don't want it.

      I should have known better than to believe that he would follow my guidance.

      I got to his house, sat down to dinner, cut my steak... And it was medium-well...

      Go figure...
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      • Profile picture of the author Colin Theriot
        Originally Posted by tpw View Post

        People who think steaks should be served rare, like I do, tend to under-cook the meat.

        Those who think steaks should be served well-done, like my dad did, tend to over-cook the meat.
        That's an awesome observation! I'm totally swiping it.

        Sidebar: Easy way to tell the done-ness of steaks.

        1. Poke the surface of the steak with your finger.
        2. Poke the fleshy part of the palm of your hand below your thumb. If it feels like that, it's rare.
        3. Touch the tip of your index finger to the tip of the thumb on the same hand. Now touch the same fleshy part below the thumb. If the steak feels like that, it's medium rare.
        4. Touch the tip of your middle finger to the tip of the thumb on the same hand. Now touch the same fleshy part below the thumb. If the steak feels like that, it's medium.
        5. Touch the tip of your ring finger to the tip of the thumb on the same hand. Now touch the same fleshy part below the thumb. If the steak feels like that, it's medium well.
        6. Touch the tip of your pinky finger to the tip of the thumb on the same hand. Now touch the same fleshy part below the thumb. If the steak feels like that, it's well done.

        That is all, carry on.

        Oh, also I don't like to use scare tactics, but I do guide people to imagine outcomes if they don't take my recommended actions. And that usually is pretty negative, though it doesn't come from me. I let them do the "dirty" work.
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        • Profile picture of the author tpw
          Originally Posted by Colin Theriot View Post

          That's an awesome observation! I'm totally swiping it.

          Swipe away.

          I am tickled that my words are starting to go into Swipe Files. You are the second in two weeks to mention it.


          Originally Posted by Colin Theriot View Post

          Oh, also I don't like to use scare tactics, but I do guide people to imagine outcomes if they don't take my recommended actions. And that usually is pretty negative, though it doesn't come from me. I let them do the "dirty" work.

          It really is best that way. Let them imagine their own "worst scenario".

          When I was in in my 20's, I heard that if you let people choose their own punishment, those with a good heart will always choose a punishment much harsher than you could ever imagine to do to them.

          I tested it true over the years, and now my kids are bearing the brunt of that realization.
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  • Profile picture of the author mikemcmillan
    Bill, ever see The Bronx Tale with DeNiro & Palminteri?

    The young boy asks Palminteri (Sonny), the local mob boss, whether is it better to be loved or feared. The mobster replies...

    "That's a good question. It's nice to be both but it's very difficult. If had my choice, I'd rather be feared. Fear lasts longer than love. Friendships that are bought with money mean nothing. You see how it is around here, I make a joke and everyone laughs. I know I'm funny. But I'm not that funny. It's fear that keeps them loyal to me. But the trick is not to be hated. That's why I treat my men good, but not too good. I give them too much they don't need me. I give them just enough where they need me, but they don't hate me."

    Is there a bit of a tip to IMrs in there?

    That's why I treat my men good, but not too good. I give them too much they don't need me.

    I mean, if you give your list too much the won't feel a need to buy from you. I think you need to give, but not too much. Yeah, money can buy love, but when the money dries up so does the love. Fear, scare tactics, whatever you want to call it--may be more persistent. --Mike
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  • Profile picture of the author iAmNameLess
    I think everyone uses scare tactics, well maybe not everyone but I would say the majority of people do.

    I think the key is to believe in your product or service SO MUCH that you don't care if someone passes on you because then THEY are the ones missing out!
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    • Profile picture of the author berich
      Originally Posted by iAmNameLess View Post

      I think everyone uses scare tactics, well maybe not everyone but I would say the majority of people do.

      I think the key is to believe in your product or service SO MUCH that you don't care if someone passes on you because then THEY are the ones missing out!
      Im quite agree with this
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  • Profile picture of the author TrekkieGrrrl
    Originally Posted by tpw View Post

    As entrepreneurs, isn't it our jobs to identify obstacles, adapt and change, and seek opportunity in new challenges that others will face?
    Yes.

    The marketplace changes.

    Are we using covered wagons for travel anymore? Are we riding on horseback? No. People who made wagon wheels or horseshoes had two choices:

    1. Whine about how "the wagon wheel/horseshoe business is dead!"

    2. Adapt, change and thrive in a new business.

    I choose to adapt and thrive.
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  • Profile picture of the author JHC81
    If the world will end in 2012 then tomorrow I think I will sell my business and go on one year long vacation lol
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  • Profile picture of the author sbucciarel
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    Scare tactics never work on me. It shows me that there is something lacking in the product that they have to attempt to sell it that way.

    I buy products based on my needs and quality of the product. Nothing else.
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  • Profile picture of the author Mehak
    a great post thanks, I can't agree more. Unfortunately most people use this tactic and they might even make a sale in the short term, but in the long term they will have a team who is perhaps confused with what to do and not as determined. They may be confused because if the 'mentor' is using these skills there won't be much he will be teaching to others I presume.
    We should recruit people who actively want to succeed and are determined not pressurised into joining a business.
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    • Profile picture of the author Colin Theriot
      Originally Posted by sbucciarel View Post

      Scare tactics never work on me. It shows me that there is something lacking in the product that they have to attempt to sell it that way.

      I buy products based on my needs and quality of the product. Nothing else.
      You're awesome.
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  • Profile picture of the author aandersen
    I really love the audience here...

    It's interesting how many of the people who replied to this thread, did so only in response to the first 4 lines of the OP. Based on the majority of the responses, I would think this thread was started to discuss the ethics behind using scare tactics in sales copy.

    lol
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