Marketing By Fear
Fear is an effective marketing strategy. Maybe because it can change an objective, rational buying decision into an emotional survival reaction. Since it feels like everyone on the internet is selling something, it feels like the internet as a whole has become dominated by fearmongering. This may be good for business, but it’s bad for our mental health.
If you read or see something online that makes you feel afraid, may I suggest:
- Pause, take a deep breath, and put the situation into context.
- Look at who this information is coming from. Are they selling something? Just because they are selling the solution doesn’t mean that your newly discovered fear is unfounded, but it does mean their claims are biased and should be taken with a grain of salt. If the information source is biased, try to find other–hopefully impartial–sources to verify this new information.
- If–after having done said research–you still think this new fear is legitimate, resist the temptation to react and instead choose to make a response.
Often when we feel afraid or threatened, we look to authority figures for guidance and help. Thus, it is common for sellers to position themselves as experts or authorities on the topic that you should be so afraid of. While authorities and experts are important, it is irresponsible to outsource your decision-making to an expert. And few of life’s serious problems are solved by purchasing a single product or subscribing to a single service.
Consider an illustration: you are afraid of having a heart attack. Because of family history and recent test results you believe that this fear is justified. You consult two experts, Dr. Alice and Dr. Bob.
Dr. Alice agrees that you are at risk, but believes you can reduce this risk by making a series of lifestyle changes: a healthier diet, a new exercise regimen focused on losing weight, and a reduction of stress.
Dr. Bob, upon seeing your records, is visibly alarmed. His eyes widen with concern, he clasps his palm over his mouth (presumably to keep it from hanging wide open). After a suitably dramatic pause, he breaks the news that your outlook does not look good. However–and here his eyes glimmer with hope–there is a new drug that’s been doing wonders for individuals in your rare set of circumstances. Though it’s brand new, you’ve heard the name from the pen you used in the waiting room. Since it’s so new, your insurance won’t cover it, but you have some equity in your house you could mortgage…
In conclusion:
- The internet contains a near-infinite number of things to be afraid of
- Be discerning between legitimate and illegitimate fears
- Be discerning about whose information you rely on concerning your fears, especially among those who are selling something
- Listen to experts but take ownership of your decisions