3 Fears To Tap Into In Your Marketing
We did it! Allison Kube from Capital One and I campaigned hard to get a speaking slot at the 50th Anniversary of the NMSDC conference in New Orleans at the end of the month and we got in! I am so grateful to all of you who voted and who visualized this with me. Allison and I have such a ball doing this presentation because we talk about the frustrations of corporate buyers when faced with a lot of pitching mistakes that vendors are making. If you'll be in New Orleans, let me know and let's meet up at one of my sessions.
In other news, using fear and fear based language sells. (Sadly!) I talk about how and why in this week's article below.?
How are you using fear in your messaging to open more corporate buyer doors?
A 2017 UC Berkeley study showed that people’s decisions (including purchasing) were disproportionately swayed by improbable but decidedly negative events. This outweighing of negative consequences when making judgements is something marketers have long been using in their tactics to influence buyers. Here’s how you can also make use of it in your marketing messaging:
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Extreme and Unlikely Events
Using extreme and unlikely events is a great way to tap into fears in your marketing. Take the example of the recent iPhone 14 Pro launch. The three biggest new features are all based on these unlikely events such as the Lockdown feature in case of a cyberattack. How about the Emergency SOS satellite in case you’re out of cell coverage and have an emergency? Lastly the Walking Steadiness feature that can assess your risk of falling. What are the b2b implications of these? The cyberattack is certainly a good one. How about the recession? Or the fear of your largest client leaving? These are extreme and unlikely but if you base your marketing messaging on them, you can have the same success that Apple is having with its latest launch.
Fear of Competitors
One of the biggest fears to tap into for pitching businesses is their fear of their competitors. Messaging based on how they stack up or what they’re doing better than the market will definitely get you noticed. How about messaging about how they are different or how they CAN be different? Imagine an outreach email with the subject heading that reads: Are you as Good as (NAME of competitor)?. I guarantee a high open rate!
FOMO?
The fear of missing out isn’t just for tweens. It’s also for businesses and you can use this type of fear to wake up buyers to taking your calls or reading your messages once you tap into it. Here are some ways to do that:?
Understanding the impact of negative events on decision-making can indeed be a powerful tool in marketing, as highlighted by the UC Berkeley study. ?? Generative AI can assist in crafting messages that resonate with this psychological insight, ensuring your content is both engaging and effective in a fraction of the time it would normally take. ?? Let's explore how generative AI can elevate your marketing strategy and help you create compelling narratives that align with these findings. ?? Book a call with us to unlock the potential of AI in your marketing efforts and stay ahead of the curve. Christine