"Fear Factor"

The following is a blog written by a very good friend and associate Pete Johnson.
After reading this I’ve asked his permission if we (youHuge.com) could pass this on to those of you who take the time to read and be informed by our blogs.
To those of you who find yourself out of work after 10, 20, 30 years in the same field , please look outside the box.  May be it  time for  change.  I have always been told that things happen for the best one door closes and another one opens.
Read this blog carefully and read between the line it has an awful lot to say….
“What are you doing about the “Fear Factor?”
Fear (especially during the current uncertain economic climate at hand) figures massively into people’s psyche. Fear is a behavioral motivator hardwired into the human brain and factors significantly into your client’s behavior (i.e., will I buy your product or service despite my fears).
Consider these fast facts about fear:
• Fear Is a Fundamental– Unless you’re fortunate enough to possess something so compelling and so unique and so special that consumers are rushing to buy your product or service because they can’t duplicate it anywhere else… you’ve got competition.
• You’re Really Stealing Clients–You aren’t so much attracting new clients or customers as stealing someone else’s. This should be a HUGE consideration when you market, promote or advertise.
• Most People Are Fearful– If your marketplace is highly competitive (and who’s isn’t these days), you face a very fearful consumer. Statistically, 92% of the population are fearful, 8% are aggressive (University of Winnipeg, 2005).
The Devil You Know
Fear is so strong and so pervasive in our collective psyche, that we’ll suffer through incredible amounts of discomfort, abuse and downright pain with our current provider (the devil we know), before we even consider making a change (to the devil we don’t know).
Overcoming Consumer Fear
Conquering fear, in your consumers and in yourself, is a process of replacing fear with a sense of well being. The fixes for a fearful marketplace?
• Fearful Times Are Not the Time to Pull Back– eliminating your marketing during more fearful times only heightens consumer fear. In the communications “vacuum” rumor replaces reason, innuendo replaces facts and immediacy replaces memory. Marketers call it FUD: Fear, Uncertainty & Disinformation.
Think your clients and prospects will remember you a few weeks, months or years down the road when they haven’t heard from you? The statistics say otherwise…
• Frequent, repetitious, credible communications will overcome consumer fear… I’ve seen it work in hundreds of applications.
• Replace Fear with Well Being– Eventually we replace a consumer’s fear with a sense of well being, overcoming one of the biggest obstacles most of us face in attracting new business.
Want some solutions? Let’s talk. The first dozen or so questions are on me. Let’s make you a “FEARLESS MARKETER.”
Please feel free to forward this to your friends, colleagues and associates who you think may benefit from this information (please with proper credit).
© Pete Johnson 2008
White Ink Studios.com
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