Secrets of advertising – Which sells? Fear or desire?
April 4, 2016
By Jerry Bellune
One of our advertisers wanted to attract new clients.
Her strategy was to offer free educational seminars.
She sold financial programs for retirement.
We discussed which would attract more attendance.
One ad stressed fear of running out of money.
The other stressed desire for security in retirement.
In this case, the fear ad triggered more response.
Which will generate more interest for you?
Frankly, I don’t know. It depends on:
1. The benefits of what you have to offer.
2. What will trigger your best prospects response.
I’d suggest trying both in your advertising.
Measure your results. Use what works best.
A recent study suggests fear is the stronger.
Researchers worked with two parent groups.
One read about the dangers of measles.
It showed photos of children with the illness.
It described how it could damage their brains.
It cited cases in which children actually died.
A second group read about a measles vaccine.
It debunked a myth that the vaccine causes autism.
It was based on scientific research.
Which group favored vaccinating children?
Those reading about the danger were moved.
They said they would get their kids the vaccine.
The other group was not similarly moved.
Despite research, they did not favor the vaccine.
Fear clearly made a stronger impression.
In deciding how to advertise, consider:
• Will fear motivate my prospects to buy?
Which of their fears will motivate them?
How will my offers counteract their fears?
• Will desire motivate them even more?
What dreams will my offers provider?
Know what’s the least expensive advertising?
It’s favorable publicity for your business.
Want to know how to get editors interested?
Sign up for our free seminar Thursday, April 14.
Call 794-6504 for details and to reserve your seat.
Next: Branding vs. Direct Response Advertising
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©2016 The Bellune Company, Inc.
Neither MidlandsBiz.com nor The Bellune Company, Inc. makes any warranty as to the results that may be achieved from using this information. ©2015 The Bellune Company, Inc. All rights reserved. Requests for permission to reprint or circulate may be obtained by emailing [email protected]
