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Can you use fear in messaging without losing credibility?
Fear-based messaging reminds consumers of negative feelings like frustration-based messaging does, but the negative feeling is about something that may feel less immediate or less likely. Fear-based messaging aims to make what they fear seem more real and encourage customers to face the consequences of inaction. However, if you overuse this type of message, it creates distrust, customers can feel manipulated and may have negative associations with your brand. Balancing fear with credibility is crucial for sustainable impact.
For example, fear appeals in public health campaigns, like those warning about the dangers of smoking or not wearing seat belts, and have increased compliance and reduced risky behaviours. On the other hand, promoting health by showcasing the joy of a healthy lifestyle can also motivate individuals without the negative aftertaste or overwhelming them.
Do your customers have fears your product or service helps counteract? If fear-based messaging grabs attention, could a positive message linked to their wants or aspirations turn the initial negative feeling into a positive view of your brand?
Next week begins a new month, and we’ll discuss nudge theory in marketing—small, subtle changes that can greatly impact consumer behaviour.
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