Why You Shouldn’t Be Afraid of Fear in Your Marketing…

A few months ago, my wife and I woke to a loud “thud.” 

She thought the sound came from inside the house…

…and, for her, that meant trouble. 

“What was that!?” she asked, sounding a little frantic. 

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). 

We DID sleep well.  

I thought of that night today after I came across an article in one of those big-time business magazines. A marketing ex-spurt was preaching 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, he tells us: “While fear-based marketing may lead to short-term results, it may not be useful for creating long-lasting relationships with customers and building your brand. A different approach is to draw your audience in by being authentic and offering real value.”

What a crock of CACA. 

This guy suggests you’re being inauthentic and not offering real value if you speak to a prospect’s fear. 

But here’s the thing…

…and this is important: 

The most authentic thing you can do as a marketer is:

Understand your prospects,
meet them where they are
and speak to their emotions.

If your prospects are anxious, speak to the anxiety. Then show how you move them from anxiety 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 that feeling. Then show how you 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.   

Understand your prospects. Meet them where they are. Speak to their emotions: 


THAT’S authentic. THAT’S providing value.  

Those journeys from anxiety to calm, pain to relief, stuck to forward motion, restless to sleeping well — those are powerful stories that attract prospects, keep them tuned in, and inspire them to act. 

That’s what story-powered marketing is all about. 

And story- powered marketing works. 

I’ll show you how to put story power to work for you in a FREE TRAINING I’m offering three times next week. 

For more details and to register, go to: 

storypowermarketing.com/MasterpieceAd

I’ll unveil a Masterpiece Advertisement that shows you how to create story-powered super-magnets to attract leads, keep them tuned in and inspire them to act. 

Here’s just a small sampling of what you’ll discover in this training:

  • The story-triggered chemical reaction that acts like a love potion to dissolve prospects’ skepticism and drive sales. 
  • The secret that smart marketers know to command higher prices for their products and services.
  • The #1 mistake marketers make that guarantees failure and frustration… and how to avoid it.

…and more…

The ad I’ll reveal speaks both to prospects’ fears and their aspirations. And it helped turn a modest, family-run business into a publicly-traded behemoth. The ad reveals a framework that you can apply immediately to your business to make your marketing work better — with less cost and effort. 

Register For Free Training

I hope to see you there. 


Thanks for reading. 

Tom Ruwitch

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.