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Which Sells Better, Fear or Necessity?

by Manuelcrc
24 replies
Hi Guys.

These two can make one buy fear - of losing something or someone, of failure, of health related issues; Or necessity - what people actually need to buy.
So the question goes out to all warriors, "Which Sells Better, Fear or Necessity?"
#fear #necessity #sells
  • Profile picture of the author nykn43866
    Make people feel like they NEED it and they should be FEARFUL of the consequences if they don't get it!

    Then you have gold!
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  • Profile picture of the author jakchrist
    I'd like to say Necessity for morality reasons, but fear seems like it would be more effective for marketing tactics.
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  • Profile picture of the author mjarel
    I would go with the Necessity because need is need can't compensate it with anything else..
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  • Profile picture of the author Aruna29
    I choose necessity as if there is a need, then we fear about it can we achieve or not?
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  • Profile picture of the author Dean Jackson
    It depends on what you're selling - You can use both... and there are more motivators than just "fear" and "necessity" though.

    - Dean
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    • Profile picture of the author bebsicles
      I'd rather choose necessity. When you need to buy something, you will find ways to buy that thing. And when you dont, its a fearful thing to regret in the end.
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    • Profile picture of the author paulie888
      Originally Posted by Dean Jackson View Post

      It depends on what you're selling - You can use both... and there are more motivators than just "fear" and "necessity" though.

      - Dean
      Whether you use "fear" or "necessity" is ultimately going to depend on the product or service that you're selling, and which factor is more relevant to what you're marketing.
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  • Profile picture of the author THK
    I would go with fear if I have to pick one, simply because it seems to be the stronger emotion. But I don't think you can always separate the two, one can trigger the other emotion.
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    • Profile picture of the author ExRat
      Hi,

      There are hidden costs to using fear. Using fear is currently in vogue because that (along with scarcity) are being used by the 'big boys' worldwide.

      But as we're not governments/mega-corporations (same thing) but mere marketers, it's worth considering the hidden costs that will have to be 'paid' later - there will be a backlash to the overuse of these aspects and they are becoming less effective as people become more immune to fear and scarcity and much more cynical.

      So in my opinion, using fear is a short term strategy, using necessity is much wiser for the long term, not least because it follows the basic logic of satisfying peoples needs, rather than insulting their intelligence, plus you can add to that that you are going in the opposite direction to the herd - which amongst other things, makes you stand out in a positive light.



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  • Profile picture of the author sbucciarel
    Banned
    I buy what I need. I never fall for scare tactics and generally am not interested in the kind of products that use scare tactics to try to sell them.
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  • Profile picture of the author Peter76
    Thats a good question but I'd have to go with fear. When people are scared their state of mind changes a bit so they will do anything to get rid of that feeling if it means the only way to do it is by spending.
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  • Profile picture of the author ben1ewis
    Well, both are very strong emotions. I think it all depends what it is you're selling!

    I think it's impossible to go with just the one thing as everyone has a different make up and perspective on things.
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    • Profile picture of the author Buford Mobley
      Love and fear are the two strongest human emotions, so I would have to say fear sells better.
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      • Profile picture of the author Agent89
        Fear leads to necessity. Necessity is what motivates the customer to buy.

        Essentially, you're looking for a "desperate" customer base. That desperation leads them to perceive something as being a a "necessity". How they get to that necessity stage can involve fear...or it can be some other motivator.
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  • Profile picture of the author TheBrainteacher
    Hi Manuel from Nigeria!

    I just tried the first link in your signature, yet it went to an error 404 page.

    So I fear your credibility.

    My answer would have been along the lines of "What problem do you solve?" What benefit do people get in return for their money? Selling from fear alone will get you money maybe yet not credibility or repeat customers.

    As another person said, when somebody sells to me via fear, I instantly switch off. Many people are gullible though and fall for F.E.A.R. (False Expectations Appearing Real) yet apart from churches who market via fear (be good or go to hell!) I'm not sure it suits my sense of ethics to sell to my mother, father, sister, brother, son or daughter via fear.

    Do you sell family and friends via fear? If not, then you shouldn't sell your customers via fear either.

    My 2 cents worth.

    Jonathan
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    • Profile picture of the author Manuelcrc
      Originally Posted by TheBrainteacher View Post

      Hi Manuel from Nigeria!

      I just tried the first link in your signature, yet it went to an error 404 page.

      So I fear your credibility.

      My answer would have been along the lines of "What problem do you solve?" What benefit do people get in return for their money? Selling from fear alone will get you money maybe yet not credibility or repeat customers.

      As another person said, when somebody sells to me via fear, I instantly switch off. Many people are gullible though and fall for F.E.A.R. (False Expectations Appearing Real) yet apart from churches who market via fear (be good or go to hell!) I'm not sure it suits my sense of ethics to sell to my mother, father, sister, brother, son or daughter via fear.

      Do you sell family and friends via fear? If not, then you shouldn't sell your customers via fear either.

      My 2 cents worth.

      Jonathan
      Hi TheBrainteacher,
      The site was down, I didnt notice.
      It (the dear v. necesssty issue) has been something on my mind for some time so I felt like putting the word out. I dont plan using fear or any kind of gimmick, just plain honesty and people will buy.

      You can check the site now.
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      • Profile picture of the author TheBrainteacher
        Hi Manuel

        Your site wasn't down when I visited. It's just a broken link. When I click the first link in your signature before the words (not afilliate link) it goes to the error page.

        If your site does go down, then use the free website monitoring service from montastic dot com

        Jonathan
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        • Profile picture of the author Tyson Faulkner
          People don't buy what they NEED they buy things that will solve their FEARS.

          Proof is all around us. The smoker buys pack and packs of cigarettes because he fears life without them. Even though what he needs to do is stop smoking.

          People buy brand new cars because they fear what their reputation might look like if they didn't keep up with their neighbors. Even though what they need is to quit going into debt.

          People eat unhealthy junk food all the time because they fear life without it, even though they need to eat healthy.

          Unfortunately, marketing things that are best for people doesn't really pay off. i.e. It's much easier to market a cure than a prevention.
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  • Profile picture of the author Cesar Sampaio
    Selling a dream or a solution to get rid of a hated condition is very efficient. If you can provide someone desperate with a real solution for their problem they will shower you with their money.

    But using fear to sell doesn't set very well with me. That a personal point of view but it seems like a negative thing to focus. Of course if what you are selling is a real solution for what they fear that's not so bad. But if not, it reeks of scamming people using their basest emotions.
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    • Profile picture of the author eleary
      Maybe fear isn't the best word, but we know that people don't buy on necessity alone. For example, we need food for survival - let's say bread. What makes one person buy the cheapest bread and another buy wheat or Italian? Certainly if it's a matter of just being able to eat - we would only have the cheapest bread. Another example, toilet paper.... we all need it - but what makes someone buy the cheapest and another person buy Charmin? It all solves the problem!
      People don't buy for just one reason - price is a factor for many, pride, ego, or "keeping up with the Joneses" is another one entirely. Maybe it's more about pleasure or profit?? Impulse buying is usually associated with pleasure.
      So - it depends on what you are selling! But you need to choose your marketing tactic and stick to it. If you are selling BMWs - price may not be how you chose to position your product.
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  • Profile picture of the author ScottTMk
    I read an article about Apple, they say that they make their customers believe that they need their product... And they seem to be doing pretty well

    Although surely it depends on the product?
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  • Profile picture of the author travlinguy
    I sincerely doubt that it ever comes down to fear or necessity.

    Of the two classic motivators, fear and greed, there is no definitive answer because all people will never consistently respond the same to the stimulus. Here’s a personal example:

    When I was a kid my family would occasionally go on Sunday rides. We were in the city one time and were waiting for a light to change. A shabby looking guy nearby was fishing through some trash cans.

    Not wanting to miss a teaching opportunity, my dad turned to me and said that if I didn't do my homework I’d end up like that guy. I was completely offended by the comment. Obviously, my dad is prone to be motivated more by fear (fear of ending up like the guy if he didn’t do certain things).

    But I'm not wired that way. I'm usually more motivated by rewards or, in a broader sense, greed. To motivate me he might have pointed out a rich guy with a babe on each arm making his way to a limo.

    To get my attention, he could have pointed to the guy and said, see him? Do your homework and you can have what he has. I would have found that comment intriguing and motivating rather than offensive.

    When writing sales copy you need to use both motivators because you can never be sure of any one individual's primary motivator. There are obvious exceptions to this, like insurance. Selling insurance is almost always a fear play.

    So the answer is, it just depends.
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  • Profile picture of the author matthyde
    Fear is an extremely strong motivator. But, in order for it to be effective in persuading your potential customer to take action on your offer, you need to have a clear and specific solution or you will just paralyze them.
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