Melissa is Sleeping Better Now. Here’s Why…

Our burglar alarm broke on May 16, 2025 when an EF3 tornado slammed into our house.

Melissa and I moved back in last month, but the alarm system was still disabled…

…until Friday when it was finally back on line.

Melissa is sleeping better now.

Which reminds me of a story I tell in my book, Story Power Marketing. It’s a story for people who are afraid to cite prospects’ fears in their marketing.

Here’s that story, word-for-word, from the book (after you read it, you can claim a free paperback copy here):

A few years ago, my wife, Melissa, and I woke to a loud thud. She sprang up and asked, “What was that?” She thought the sound came from inside the house. We live in the city, and crime is a thing, so I don’t blame her for worrying.

I got out of bed, checked the alarm panel (nothing amiss), wandered the halls (all clear), checked the doors and windows (all locked), and returned to bed. “Sleep well,” I said. And we did.

A few months later I read an article by an “expert” who preached about the “evils of fear-based marketing.” One of his examples: “In the home security industry, the message is that a home without a security system puts the lives of the family at risk.”

That’s bad marketing, the “expert” claimed: “While fear-based marketing may lead to short-term results, it may not be useful for creating long-lasting relationships with clients and building your brand. A different approach is to draw your audience in by being authentic and offering real value.”

I see it differently, and so should you.

If your prospects are anxious, you can speak to their anxiety with honesty and respect. You empathize. Then show how your products or services move them from anxious to calm.

If your prospects are in pain, speak to the pain. Then show how you can move them from pain to relief. If your prospects feel stuck, speak to the feeling. Honor the feeling. Then show how you can move them from stuck to forward motion. If your prospects are losing sleep and restless, wondering whether their house is secure, speak to their restlessness. Then show them how your home security system can help them sleep well.

Marketers often talk about “authenticity.” When you understand how a prospect or client feels and meet them where they are, that’s authenticity. When you promise to help them overcome a problem or fear and you keep the promise, that’s authenticity.

Offer real value. Understand your prospects. Meet them where they are. Empathize and envision so you can share meaningful promises and lessons. Don’t let anyone tell you that’s “evil” or manipulative.

Your audience will value your authenticity. They’ll appreciate how you get them. They’ll respect you. They’ll think, It’s like you know exactly how I’m feeling.

Thanks for reading. Grab a copy of the book here.