Fear: The Most Powerful Emotion on the Planet
* Oil Companies Fear Global Warming Report. The British Newspaper, The Guardian, reported that the American Enterprise Institute—a conservative Washington think tank funded by ExxonMobil—offered scientists and economists $10,000 each for articles that would undermine a major report on climate change issued by the United Nations’ Intergovernmental Panel on Climate Change.
* Queen Fears Backlash of Prince Charles “going green.” The Daily Mail reported that Her Majesty fears that the Prince of Wales is embarrassing other members of the royal family with his environmental stance and speech in New York that climate change was a “war” that must be won. “It is feared the knock-on effects of the criticism may restrict the royals’ ability to act as ambassadors abroad,” said The Daily Mail. “Some senior sources fear the situation may lead to splits in the royal family itself.”
* Voters Fear Mitt Romney’s Mormonism. “Mormon Candidate Braces for Religion as an Issue,” was the headline of a New York Times feature this past February 8. “Mr. Romney’s advisers acknowledged that popular misconceptions about Mormonism—as well as questions about whether Mormons are beholden to their church’s leaders on public policy—could give his opponents ammunition in the wide-open fight among Republicans to become the consensus candidate of social conservatives,” wrote Adam Nagourney and Laurie Goodstein.
One Industry Entirely Based on Fear: Insurance
All insurance is purchased out of fear—fear of financial ruin. Health, homeowner, long-term care, automobile, flood, travel, liability—all are policies for which people pay dearly. And both insurers and insureds have one single, fervent hope: no claims.
Yet insurance marketers have the most screwed-up vocabulary of any industry, because they do not understand the difference between features and benefits. For example, a 10-year term life insurance policy might offer the following “benefits:”
* Provide a death benefit to the designated beneficiary of $1 million.
* Provide Accidental Death and Dismemberment benefit equal to the amount of Basic Group Life Insurance.
* Offers an accelerated death benefit, which allows terminally ill employees the opportunity to collect all or part of their life insurance prior to death.
* No physical exam is required.
* Your acceptance is based on your answers to just three simple health questions.
* Once enrolled, benefits are payable from the very first day coverage takes effect.
* There is no waiting period before full benefits are available.
* You can never be singled out for a rate increase.
* Etc., etc., etc.