Every good business writer understands the value of a good headline.
There are blog posts, books and course content all dealing with the attention-grabbing headline.
One tactic for expressing urgency and offering help is the use of fear.
- You tap into the readers’ fear
- You draw them in with a shared worry or problem
- You touch them on an emotional level
But, can the fear tactic fail?
Too Much Doom and Gloom
There’s one good thing the tough economy provides – marketing content.
- It’s a shared experience
- Most people relate to the problems
- It fosters a sense of urgency
Business writers have found the benefit of tapping into the fears brought on by a struggling economy.
Too much doom and gloom shrouds your message.
Let me give you an example. Recently, I received an email with a subject line predicting a bleak future for freelancers.
The content of the email went on to describe (in detail) the fallout of the bad economy.
- Lost homes
- Lost savings
- Loss of income
What is the solution to this problem for freelancers? A webinar.
Okay, perhaps the content of the webinar offers a solution, but, for me, the fear tactic headline and content did not sell me on the idea – too much over-the-top gloom and doom.
Your Fear – Not Mine
For this type of strategy to work, you need to strike a chord with your reader.
In this email, the group described as losing homes, savings, et al were the very rich. If it could happen to them, it could happen to you.
I wonder how much the 99 percenters would respond to the fate of the rich.
- Touch your reader with your headline
- Give them something they care about
Your readers’ fear is very personal.
Too Cynical?
Have you ever been in a situation when you knew you were being manipulated?
- You could identify the tactic used
- Heck, you could write the book on it
I am more Pollyanna than cynic, but this marketing strategy left me muttering, Oh please.
The fear was real – the solution was not.
What do you think? Am I too cynical? Would this headline work for you?
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Oh, my, how will the politicians survive if they can’t sell us fear! (I am already scared s….less that they may get a chance to execute (no pun intended) their plans upon us!)
LOL, Roy! 😀 I think they elevate doom and gloom to a new level.
Roy’s right. And so are you! Fear works, but only in the short-term. Our brains are wired to react to immediate dangers, but when we figure out what’s what, we will tune out the fear-mongering. Just look at what happened when George W tried to scare us through colors (Orange Alert scaring you yet?). The best long-term strategy is to connect with your customers’ picture of what’s possible in a GOOD way. Give them the vision they’re looking for.
Hi Tea: I like that vision. I respond much better to a positive message. Thanks for weighing in.
Insurance companies do it all of the time, but that doesn’t make it right. I prefer benefit-based headlines, not scare tactics. Something to think about.
I’m with you, Lisa. I don’t think there’s anything wrong with addressing fears/concerns with some solutions, but there is a way to do that without resorting to scare tactics.
Thanks for sharing your thoughts, Lisa.
I think it depends on where the headline is. In the newspapers, fear headlines sell the papers. On line, depending on our nature, we look for what we want to read and that choice allows all kinds of headlines to be effective. But one rule of selling remains – talk pain, talk solution. Talk fear – talk solution. Hm – personally, I would rather just look at ways to grow and develop but people tell me I am weird. There opinion
Hi Roberta: I agree that the choice is totally ours. I would bet there are some freelancers who would not get past the headline that the future is bleak. Even though the content may have the solution, who is going to want to go beyond the “gloom and doom” headline? Unless it’s people like me who find a post idea from it. 🙂
Thanks for sharing your thoughts, Roberta. And you’re certainly not weird to me. 🙂
Oh I’m with you too, Cathy – I’m more Polyanna, less cynic. I see the manupulation in the fear-grabbing headlines all the time. Clearly they work with enough of a population to make them worthwhile for some companies, but more often than not, they tend to make me roll my eyes and bypass reading that article.
See, Nicky-that’s why I like you so much. 🙂 Great minds.