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Fear Based Marketing 101

There are many things that motivate us…but do you agree that fear is the most powerful motivator?


I’m afraid of cockroaches. Every time I see cockroach, I can scream, run, jump and do whatever it takes to avoid it – kalau kepepet pas ga ada orang lain di sekitar yang bisa membantu,apa boleh buat, I do everything I could to kill it. This fear motivates me to buy different products to get rid of cockroach – kapur semut dan kecoa, jebakan kecoa, pestisida semprot pembunuh kecoa yang paling efektif, sayang di sini belum ada bom kecoak (seriously I bought and used this product when I was in Australia).


Fear is universal. Kita takut banyak hal, such as fear of pain, disease, injury, death, failure, not being accepted, missing an opportunity, dan pada dasarnya we afraid of uncertainty. Before we realize, we buy so much stuff (and services) to insure us against our fears, uncertainty, a scary world and a frightening future. Takut tidak tampak menarik? We buy expensive anti-aging products? Takut sakit? We secure ourselves with food supplements and vitamins. Takut resiko bisnis atau takut meninggalkan orang-orang yang kita cintai? Kita segera meneliti pilihan-pilihan asuransi.


Fear is so powerful. This is why employing fear is one of the most effective marketing tactics. Perusahaan asuransi sudah dari dulu menerapkan fear based marketing, yang dengan cepat strategi ini diadopsi oleh berbagai industri lain. Kita melihat iklan pemanis buatan yang memanfaatkan ketakutan kita akan diabetes. Perusahaan pembersih lantai, memainkan ketakutan kita akan kuman. Industri kecantikan menggarisbawahi ketakutan kita tidak diterima masyarakat. Merek-merek produk natural acap kali menggunakan ketakutan kita akan chemicals.


Are you afraid of sick, disease and death?


Marketers’ approach dalam mengaplikasikan fear based marketing ini biasanya terdiri dari 2 hal:


1. Reason to be fearful

Memahami ketakutan konsumen yang akan di-highlight. Behavioral psychologist Dr. Wyatt Woodsmall mengatakan bahwa:


“If you can find out what people’s worst nightmare is, camp out inside their nightmare…[they’ll] do anything…to get out of that situation.”


Fear dilandaskan pada 2 hal: perceived vulnerability (seberapa besar kemungkinan akan terjadinya fear tersebut) dan perceived severity (rasa sakit yang timbul karena fear yang jadi kenyataan) It is difficult to manufacture fear that doesn’t exist alias jangan mengada-adakan fear. The right approach adalah menggunakan fear that already exists - dan fears of the unknown adalah fundamental fear yang didefinisikan oleh Carleton (2016) sebagai berikut:


"the perceived absence of information at any level of consciousness or point of processing"


2. The Solution

Never manipulate customers, instead inspiring customers to make sensible and informed decisions based on reliable, honest approach atau campaign. We want to build a positive rapport dengan konsumen, bukannya memanfaatkan their fear dengan mengambil keputusan tak masuk akal. Jadi, kalau kita mau membantu people against their fear, don’t sell false claims of products; Don’t force people to buy your products. At the end, solusi yang dimaksud di sini adalah membantu konsumen/people mengatasi ketakutan mereka dengan melakukan positive changes sekaligus membangun trust dan authority of our brand dan company. Mau membantu orang mengatasi ketakutannya akan kemungkinan berbagai jenis penyakit karena merokok, we can use fear based marketing approach to help people to stop smoking.


Fear marketing hanyalah salah satu marketing tactis, dan tidak harus “gloomy” dengan klaim yang seram. Do understand a fine line between ethical and unethical fear based marketing. Don’t cross the line.

#fearmarketing

About Me

This blog is written by an introvert. It is all about creating a road map of having a simple life, business and travel for fellow introvert. I write my blog while sipping my daily intake of sanity and you can enjoy my blog while sipping your coffee, too

 

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Disclaimer

I am not a chemist, pharmacist, nutritionist, dietician or skincare expert. This blog is intended to share information. It should not be used as medical advice. DIY and recipes in this blog are based on my personal experiences. Those shared recipes haven't been tested in a lab. Please use information provided in this blog wisely.

 

 

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