All living organisms, according to human nature, are terrified of something. Fears are an unavoidable aspect of everyone's personality. It is commonly known that they can be of various types and severity levels. This is one of the most powerful emotional phenomena, capable of activating the drive for self-preservation and allowing for easy manipulation of a person.
Fear is also one of the most powerful psychological cues in marketing, driving customers to take a specific action. Without a doubt, this is a strong internal trigger, one of the most potent psychological stimulants that works in any situation. For example, if a person is dragged into a situation that is actually frightening to him or her and then quickly exhibits awareness in resolving the problem, he or she will undoubtedly want to apply a method to avoid problems and become a client of someone who can ensure and assist him or her. As a result, modern marketers have adapted this psychological process for instilling anxiety and addressing problems, and have already been able to assess its high effectiveness.
Let's take a look at the many levels of using the "fear" trigger in marketing. You should pay attention to the most important detail: a marketing specialist can only use the "fear" trigger effectively if he can accurately evaluate the target population and determine what anxieties they have. It is virtually difficult to control sales using the "fear" trigger until these criteria is met, thus understanding the target audience is the first and most important step. As a result, potential dental medical center clients are afraid of pain, shop buyers are afraid of con artists, and parents entrusting their children to a private kindergarten are concerned not only about the quality of services provided, but also about the teachers' competence and compliance with state educational standards. Customers' key concerns include the following:
- risk of losing money;
- wasting time to no avail;
- pay dearly;
- not to understand the information and make the wrong choice of goods (services);
- to be deceived, etc.
The implication of danger in the event of inaction is the next critical step after understanding the target audience's worries. For example, the offer of a popular product that is limited in quantity and available for a limited time will be even more beneficial to the client. The following is an example of how this suggestion could be implemented in practice:
- Set up a countdown counter on the website;
- specify the quantity of the product being provided;
- and record the number of units sold.
The final level is a confident demonstration of knowledge about how to help the client overcome their fear. Fear is a "selling" trigger that can be used in the following ways:
- When it comes to apartment purchase, we know how to prevent making deadly blunders;
- Only we can permanently eliminate your child's fear of school; we have a ready-made, tried-and-true strategy for avoiding scammers and losing your money.
The approach of visualizing the "fear" trigger is especially helpful. Suggestion that has an effect on the visual organ is always the most effective.
Motivators are used in a variety of ways: there is an incentive for each segment of the CA to make a purchase, order delivery, use the app, or leave contact information. The trigger makes the user obligated. You provide a free gift, a free subscription, or a sample product to the customer. He, in turn, feels compelled to express his gratitude by returning to the site and purchasing your product.
As a result, if a marketing specialist is able to create an advertising strategy that overcomes the client's fears, the company has a chance to gain a satisfied and grateful client.