Fear Marketing

Fear, one of the strongest emotions, causes us to act decisively. Fear is often more effective than repetition in persuasion and memorability. The message may be spoken, written, or implied. Successful marketing campaigns can be based upon the fear of consumers. How can you use fear in your marketing?


Who are your customers? What characteristics do they have in common? What motivates them to buy? To discover what your customers fear, analyze yourself. They fear what you fear. Most business owners have a very personal attachment to what they do. Your customers are very much like you. Identify your own fears and relate them to your product or service.

What are the negative consequences for not buying your product? What fear do your potential customers have?

In order for fear marketing to be effective it needs to meet these criteria;

• The fear must be severe or it will appear desperate.

• If the fear is exaggerated you lose credibility.

• Fear marketing must be relevant. Does it affect the audience you target?

• There needs to be an action your customers can take to prevent the negative consequences.

• Your product or service must be effective.

• Your product or service must be easy to attain.

• Provide hope. Give your campaign a happy ending.

Fear marketing should not be used if people generally are happy using your product. Fear marketing works for obvious reasons with companies that sell life insurance and in campaigns promoting the wearing of seatbelts.

Fear marketing can be used in a lighter way. Hertz does this well with their slogan, “There’s Hertz, and not exactly.” Hertz found out what consumers didn’t like about other car rental companies and played on the fears of consumers.

Identify your target market and position your marketing campaign to find and reach that audience. Persuade them with fear and hope.

See Making Fear-Based Campaigns Work for examples of fear marketing. Warning: these do employ some shocking tactics.