By I’m shocked.
And I’m not talking about the result of the EU referendum (if you’ve been following it), or any other specific political event.
I’m shocked at the way politicians are using headlines to create fear in order to make you vote the way they want you to.
It doesn’t matter what side of the fence you sit on. It doesn’t matter what country you’re in. They’re all doing the same thing.
As marketers we know that fear based headlines work. They work extremely well.
But we also know…
If you use them too often then they start to have the opposite effect.
And politicians are sure as hell using them too often.
Which is why when there is any form of voting, like the one we just had in the UK, it’s impossible for people to predict which way the country will vote.
Bringing it back to marketing, we know the marketers who use these fear based headlines incessantly generally…
- Don’t have a clue what they’re talking about
- Sell crap products
- Are only interested in getting our money as quickly as possible
- Will offer no support or backup
Okay, so you may not think that’s bringing it back to marketing. Anyhoo…
Let’s learn a lesson here for your business. If you constantly use fear in your headlines and fear in your marketing then it will, eventually, backfire.
So on Monday I’m going to share five alternatives that are just as effective.
See you then,
Michael
P.S. Don’t forget you can pre-register to get early notification when my book and newsletter (delivered directly to your door) is released.
What do you think?