Customer Fear

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Our fears, whether they're of illness, loss, or social rejection motivate us to make wise decisions by forcing us to consider negative possibilities -- "Will I die if I don't follow this diet?" "Will my business collapse if I don't purchase this software?" "Will I be embarrassed if I don't use this deodorant?"
There are three kinds of consumer 'fears' that you can leverage to your advantage.

Fear that the status quo will go from good to bad and from bad to worse if he/she doesn't buy your product Fear that the consumer will be paying more than is necessary unless he/she does business with you Fear of making a mistake in choosing a solution unless it's your solution Fear of losing out on an opportunity unless they act now and purchase your product.

When writing your marketing materials, bear in mind that people respond more to what they are going to lose than to what they are going to gain. It's called "fear of loss."

Ask yourself: What will my customers stand to lose if they do not buy my product or service? When you've figured out the answer, you've identified a key sales point for your sales letter.

Muhammad Yaqoob is a Corporate Blogger and Social Media Expert. For more information please visit http://ny-mafia.blogspot.com

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