Are You Guilty Of Scare Marketing?
What vibe of digital marketing are you using?
I’m so tired of seeing what I call Scare Marketing all over social media, sales pages, on webinars.
You know the kind of thing I mean, buy this thing because otherwise your business/life will implode.
It’s a classic example of something that unfortunately worked in the world of digital marketing a few years ago but it’s still being taught as a brilliant tactic to entrepreneurs today.
Do you want your audience to buy from a place of empowerment or fear?
– Helen Munshi –
How has digital marketing changed?
Marketing has moved on.
Your lovely community & buyers have got wise and moved on thank goodness.
Yes highlight where your audience is so they know without a doubt that you are talking to them and understand them.
Yes use their language so it’s accessible for them.
BUT don’t find a fear/worry/insecurity they have and really hammer the pain point.
But how do you know if you’re overly reliant on scare marketing?
Ready to grow your business?
How Do you know if you're using scare marketing?
There are a few crucial tell tell signs that you are under the spell of scare marketing in your business:
- The majority of whatever content you are creating focuses on how they are currently feeling in a negative way
- When you’re doing market research you focus most questions on how where they and forget to ask about where they want to get to
- You face a lot of fear based objections in your sales calls (not surprising as you’re attracting people who identify strongly with scare based marketing)
- You feel a bit icky when you’re creating the sales pages or copy but you do it anyway as that’s how others do it and they seem to be ‘successful’
How can you use more positive digital marketing techniques?
If you recognise any of the points above then don’t panic, it is easy to make the switch to more empathetic marketing.
- Credit your audience with intelligence. They know how to connect the dots from where they are to where they want to be without you scaring them.
- Before you press publish or send on any content ask yourself, is what I’m creating going to bring a little sunshine and joy to my lovely community How do I want them to feel having consumed my content?
- Review what you have created and check that it is in line with your values
- Think of focusing on where they currently are as the salt in a recipe. You want to use just the right amount so they can easily identify that they are in the right place and you understand them. But too much and you risk tipping over into scare marketing.
What kind of entrepreneur do you want to be?
It comes down to this – would you prefer to have people buy from you from a place of empowerment or fear?
I know which one I would prefer as a seller and as a buyer.
The end result is the same, they have bought from you, but the energy they bring to what they’ve bought and their experience of working with you will be totally different.
So what kind of entrepreneur do you want to be?
One who supports people and brings a little sunshine to their lives.
Or one who makes them feel bad about themselves, questioning their abilities and where they are?
So repeat after me – I am deeply committed to flying the flag for responsible, positive, empowering marketing.