{"id":28412,"date":"2024-11-14T15:30:28","date_gmt":"2024-11-14T14:30:28","guid":{"rendered":"https:\/\/www.digitizer.rs\/news-stories\/the-key-to-change-is-letting-go-of-fear\/"},"modified":"2026-01-09T15:27:30","modified_gmt":"2026-01-09T14:27:30","slug":"the-key-to-change-is-letting-go-of-fear","status":"publish","type":"post","link":"https:\/\/www.digitizer.rs\/en\/news-stories\/the-key-to-change-is-letting-go-of-fear\/","title":{"rendered":"The key to change is letting go of fear"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1587386989437{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1639133563283{padding-bottom: 30px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]<span style=\"color: #333333;\">What are your biggest fears? Sometimes it&#8217;s just embarrassing for a person to admit some of his fears that are quite irrational and unfounded. That&#8217;s why we don&#8217;t insist on an answer. However, think for yourself how fear affects your behavior and what reactions certain fears cause? Fear is a natural, powerful and basic human emotion. It involves a universal biochemical as well as a strong individual emotional response. It compels action, so it&#8217;s no surprise that fear is used in marketing. Fear in marketing can be a motivator to take action, but it can also backfire if not used properly. It could position your brand in an unfavorable light.        <\/span><\/p>\n<p><span style=\"color: #333333;\">Almost every purchase we make is based not only on need, but also on emotion. The psychology of pleasure and pain can explain much of our shopping behavior. Fear is one of the marketing tactics you will often see used in ad campaigns. But does fear really work or does it just scare people?   <\/span>[\/vc_column_text][vc_single_image image=&#8221;24208&#8243; css_animation=&#8221;fadeIn&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1635711747086{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221; img_hover=&#8221;fade-out&#8221;][vc_column_text css=&#8221;.vc_custom_1635762644468{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]\n<h1><span style=\"color: #ff6600;\"><strong>Fear based marketing<\/strong><\/span><\/h1>\n<p><span style=\"color: #333333;\">Fear-based marketing can be defined as using consumers&#8217; fears to motivate them to buy a product or take a specific action. Advertising has long understood that emotions sell. Messages that can hit a certain emotional button will drive the desired action much more easily than a message that is neutral. People want experiences that bring pleasure or reward. They want to avoid experiences that bring pain. It is a concept <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/www.simplypsychology.org\/edward-thorndike.html\" target=\"_blank\" rel=\"noopener\">based on psychological research.<\/a><\/span>     <\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><span style=\"color: #333333;\">Fear of missing out<\/span><\/li>\n<li><span style=\"color: #333333;\">fear of losing something<\/span><\/li>\n<li><span style=\"color: #333333;\">fear of a potential future threat<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #333333;\">They are most often used in fear-based advertising messages. You must use fear in a way that produces results without compromising your integrity. You have to really know your audience, their situation and what they face in life. This means that if you don&#8217;t get the reader&#8217;s attention with a problem, no matter how many benefits you offer, your ad will be ignored.   <\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #ff6600;\"><strong>They have big eyes in fear<\/strong><\/span><\/h2>\n<p><span style=\"color: #333333;\">We buy with emotions, and justify with logic. Make the threat certain and vivid. Basically, a persuasive message relies on the presence of three elements:  <\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><span style=\"color: #333333;\">the threat must be moderate to high<\/span><\/li>\n<li><span style=\"color: #333333;\">the reader must feel that he is personally in danger<\/span><\/li>\n<li><span style=\"color: #333333;\">the reader should believe that preventive action is simple<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #ff6600;\"><strong>And you offer a solution<\/strong><\/span><\/h3>\n<p><span style=\"color: #333333;\">After highlighting the threat and showing the reader that they are in danger, your offer is the final piece of the puzzle. Your prospect needs to believe that your product or service can prevent a threat. One way to do this is to position your offering as very different from:  <\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><span style=\"color: #333333;\">of what they are doing today that puts them in danger and  <\/span><\/li>\n<li><span style=\"color: #333333;\">products they have tried in the past<\/span><\/li>\n<\/ul>\n[\/vc_column_text][vc_single_image image=&#8221;24209&#8243; img_size=&#8221;600&#215;400&#8243; css_animation=&#8221;fadeIn&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1635711844050{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221; img_hover=&#8221;fade-out&#8221;][vc_column_text css=&#8221;.vc_custom_1635712304029{padding-top: 50px !important;padding-bottom: 30px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]<span style=\"color: #333333;\">The bottom line is to offer something that is different and that offers a solution and reduces fear. Offer your target audience a reason why and what they can do to eliminate fear. The type of &#8220;scare&#8221; tactics we focus on are those that cause someone to think they need the product or service you&#8217;re selling because otherwise something bad will happen.  <\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #ff6600;\"><strong>What about ethics?<\/strong><\/span><\/h2>\n<p><span style=\"color: #333333;\">A question that very often accompanies the discussion of the use of fear-based marketing is the question of ethics. One concern is that using these fear-based tactics, in which the risk or dangerous outcomes are exaggerated, can lead audiences to believe they are in more danger than they really are. <\/span><\/p>\n<p><span style=\"color: #333333;\">Although the effects of fear-based marketing on mentally healthy individuals are temporary and minimal, these messages can have a more serious, lasting impact on individuals struggling with mental health issues, such as anxiety disorder. <\/span><\/p>\n<p><span style=\"color: #333333;\">It is not an easy decision to make regarding whether the use of fear-based marketing is ethical or not. Some argue that intense emotions such as fear should not be used for corporate profit. On the other hand, those who use &#8220;happiness&#8221; to persuade an audience to act can be said to be doing the same thing as those who use fear, just at the other end of the spectrum.  <\/span>[\/vc_column_text][vc_single_image image=&#8221;24212&#8243; img_size=&#8221;600&#215;400&#8243; css_animation=&#8221;fadeIn&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1635762611627{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221; img_hover=&#8221;fade-out&#8221;][vc_column_text css=&#8221;.vc_custom_1635711923087{padding-top: 50px !important;padding-bottom: 30px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]<span style=\"color: #333333;\">Advertisers should keep in mind that they must be objective when sending warning messages about potential threats. To some extent, fear-based marketing should not be a fabrication or a deliberate distortion of information to profit from the fear and confusion of others. <\/span><\/p>\n<p><span style=\"color: #333333;\">However, if you decide to use fear marketing tactics, approach the whole thing carefully and be careful not to overdo it and let the whole idea backfire on you like a boomerang.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #333333;\">For more news and interesting stories from digital marketing,<\/span> <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/www.digitizer.rs\/en\/news-stories\/\">visit our blog page<\/a><\/span> <span style=\"color: #333333;\">or<\/span> <span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/www.instagram.com\/webdigitizer\/\">follow our Instagram profile.<\/a><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221;][vc_column][vc_separator color=&#8221;orange&#8221; align=&#8221;align_left&#8221; border_width=&#8221;5&#8243; el_width=&#8221;20&#8243; css=&#8221;.vc_custom_1625743965128{padding-bottom: 20px !important;}&#8221;][vc_column_text]<span style=\"color: #333333;\"><em>Made by Neboj\u0161a Radovanovi\u0107 \u2013 SEO Expert @Digitizer<\/em><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1587387018476{padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}&#8221;][vc_column][vc_column_text][vc_btn title=&#8221;Back to News &amp; Stories&#8221; style=&#8221;gradient-custom&#8221; gradient_custom_color_1=&#8221;#000000&#8243; gradient_custom_color_2=&#8221;#515151&#8243; align=&#8221;center&#8221; link=&#8221;url:https%3A%2F%2Fwww.digitizer.rs%2Fnews-stories%2F|title:Back%20to%20NEWS%20%26amp%3B%20STORIES|&#8221;][\/vc_column_text][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1587386989437{padding-top: 30px !important;padding-bottom: 30px !important;}&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1639133563283{padding-bottom: 30px !important;}&#8221; font_family=&#8221;Open Sans&#8221;]What are your biggest fears? Sometimes it&#8217;s just embarrassing for a person to admit some of his fears that are quite irrational and unfounded. That&#8217;s why we don&#8217;t insist on an answer. However, think for yourself how fear affects your behavior and what reactions&hellip;<\/p>\n","protected":false},"author":13,"featured_media":24211,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4383],"tags":[4391,4390,4399,4410,4409,4378,4388,4415,4398,4403,4402,4407,4437],"post_series":[],"class_list":["post-28412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-en","tag-ads-en","tag-adverts-en","tag-analytics","tag-business-en","tag-campaign","tag-content-en","tag-digital-en","tag-display-en","tag-google-en","tag-internet-en","tag-marketing-en","tag-online-en","tag-remarketing-en","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The key to change is letting go of fear - Digitizer<\/title>\n<meta name=\"description\" content=\"Fear-based marketing can be defined as using consumers&#039; fears to motivate them to buy a product or take a specific action. 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