Leveraging Fear, Uncertainty and Doubt in Copywriting
Fear is paralyzing. And fear is important for marketers to understand and leverage. I was reminded of how fear takes over the mind while on vacation a couple of weeks ago in Barcelona, Spain. We had rented a car for a drive to Andorra and Southern France and while returning the car to the Barcelona's city center, we got lost. The GPS navigation wasn't helpful. The streets were crowded. Then a tap on the window by a motorcyclist next to our car, and pedestrians pointing to the passenger rear tire sent me over the edge: the tire was nearly flat.
Going into the trip, I anticipated that renting a car and driving would generate some anxiety. It began with the fact that the car came with a manual transmission. The last time that I had driven a vehicle with a manual transmission was on the family farm in the 1970s. I thought driving with a manual transmission after all those years would be like never forgetting how to ride a bike. Apparently not. After dozens of times stalling the engine in intersections and at toll booths due to the learning curve of syncing acceleration and releasing the clutch, I felt fear. After three days of driving, I finally got past the learning curve of using a manual transmission.
But it was in the moments returning the car with a nearly flat tire that was my worst fear of all. There was no place to pull over on the crowded streets of Barcelona. Traffic was heavy. Motorcycles buzzed around us. Yet we were only blocks from the car rental facility. We couldn't get there from where we were.
Fear consumed me. It's an instinctive response, and there is science that helps to explain why fear is all-consuming.
The amygdala, or lizard brain, has an evolutionary purpose for humans to survive. The amygdala reacts in a "fight" or "flight" mode. It is alert to basic needs—anger, fear and reproduction—with memory formulated over a lifetime as it assesses how to respond to survive and reproduce.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.