March 1, 2010

If you don't read this, you'll get herpa-gono-syphil-aids.

You know one of my biggest peeves in marketing is the use of "fear" as a tool to make people make impulse decisions.

"EVERY 3 SECONDS SOMEONE STEALS AN IDENTITY."
"THE PLANET WILL DIE IF WE DON'T DRIVE A CERTAIN KIND OF CAR."
"YOUR CHILDREN ARE AT RISK OF A DEVELOPING SOMETHING, IF YOU DON'T..."

These kinds of statements have become the norm in marketing. Watch 4 out of 5 commercials on television and tell me how what they are using as motivation. Is it the benefits of their product or is the lack of using it? I think there are a lot of great products out there and they should focus on how they can improve our lives, rather than creating this fear if we don't use them.

I recognize some people are more motivated by fear than by any other means. I also recognize that some fear is necessary, but to market every product in the world on the basis of fear I think contributes to the kind of economy we're experiencing now.

And don't think I singling out the capitalist market. There used to be a sign on I-70 that read..."Fear Hell, turn to Jesus" or something very similar. This sign always struck me square in the face, not because I fear HELL, but because I've always known that Jesus had a better message. Jesus has so much more to offer by way of example, but in this instance, whoever put this sign up would rather use fear as their motivator. Come on, let's all use our "Lurch-from-the-Adams-Family" voice...."FEARRRRRRR HEEEEEEELLLLLLLLL."

So, are you marketing your business or product on the basis of fear? Maybe your product really isn't that good, if your only marketing message is based on fear. And to you consumers out there...maybe you should consider whether fear is your prime motivator.

Ps. Never fear...Herpa-Gono-Syphil-Aids was a made up disease my late brother came up with about 10 years ago.

No comments :

Post a Comment