I ❤️ Fear. Here’s Why…

Interesting question:

Which work “better” for marketing — negative stories or positive ones?

I hear this question often, and I heard it again yesterday after I finished a live webinar.

Most who ask this question tell me they prefer positive stories. They don’t want to dish out negative stories.

That’s “fear-based marketing” they say.

And fear-based marketing makes them feel dirtier than a vampire’s dental floss. 

My take?

Fear gets a bad rap.

My proof?

This email. This is a story about business people who FEAR.

They fear fear. They fear being sleazy. They fear being manipulative.

Why am I talking about this fear?

Because I want to help people who feel this way. And this fear holds them back.

I want to say, “I know how you feel, and I can help.”

Pointer #14 in the Story Power Profit Pack sums it up:

When you put yourself in prospect’s shoes (empathize), you’ll discover prospects have problems, fears, and frustrations. That’s life…

Two things to remember…

First: Our products and services SERVE our clients. If that’s not true, we shouldn’t be in business. When we market and sell a valuable product or service, we persuade prospects to act in their best interest. That’s good news – if we intend to serve. As marketing master Dave Dee says, “The difference between manipulation and persuasion is intent.”

Second: If you want to get prospects’ attention, you must meet them where they are. When you cite their problems, you meet prospects where they are so you can lead them to a better place (envision and enable).

You don’t mislead them. You don’t create non-existent problems. You don’t exaggerate and pour fuel on the fire.

Prospects know their struggles. They know what they’re feeling. And if you tap into those feelings, they see you as a helper and guide. They see you as someone who knows what they’re going through. They like and trust you more. They welcome you in.

Back to that question I heard yesterday…

Negative stories or positive stories?

My answer:

It depends.

Discover your prospects stories. Meet your prospects where they are. They’ll tell you what they’re feeling. And then you’ll know.

I dive deeper into Story Discovery — and how it can help you establish business-building connections with prospects — in the Story Power Profit Pack — 52 Strategies, Tips, and Tactics (a.k.a. Pointers) to Transform Your Content from Ignored to Adored.

Click that button ⬇ ⬇ ⬇ to get it…