Selling the Scare? Here’s 4 Things to be Mindful.

It was a fuzzy afternoon. I was reading an article on productivity, and tweeted about it (oh! the irony). Then a casual browse in my Facebook feed, I purchased something.

The ad that made me buy

A sprayable disinfectant- The one that would kill “99.99%” bacterias on surfaces.

I purchased out of the fear of contracting an unknown infection.

Fear causes stress. And stress induces a reaction. Often a purchase.

I observed others ads that used fear to sell, and noticed a pattern.

• A widely-acknowledged fear (surface infection because of COVID)
• A very specific solution to the threat (Sprayable)
• The prospect perceives that it’s the solution (I knew Savlon as a disinfectant)
• The prospect believes that he or she can solve it themselves (It was a video ad)

So, next time you give a stick see if you satisfy these 4 aspects :)