“…marketing campaigns that inform potential clients of the real-world threats that your company’s can alleviate should be accompanied immediately in time by clear, specific, effective steps they can take to reduce the danger or repercussions.”
Why use fear in marketing? Because potential customers have:
Fear of future threat
Fear of missing out
Fear of losing something
There is a study done by Kim Witte from Michigan State University in which it was explained that:
The potential customer has to feel he or she is at risk
The potential customer needs to believe preventative action is simple
The threat or fear has to be moderate or high
Goal: Create anxiety and fear and then show them how to reduce it (your solution)
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.