“The rain was coming down like no one’s business.  You could hardly see three feet in front of your car window, in spite of the wipers sloshing water back and forth, on high speed.

We were just turning the corner about a quarter-mile from home when it happened.

I never saw it coming and yet, I’ll never forget it as long as I live.

The right side of my car was completely crushed, and while I managed to survive because I was tucked safely inside by my seatbelt, my son wasn’t so lucky.

It was literally every parent’s worst nightmare — his car seat came loose because the seat belt wasn’t secured properly.  And my life has been a living hell ever since.”

Most people don’t understand what a powerful emotional buy-button “fear” is, when it comes to marketing.  They think saying things like “Why suffer through another night without air conditioning?” is how you use fear.

But they are completely wrong.  If you are going to use fear — and Lord knows it’s effective in the right situations — then you want to use it in such a way that you’re scaring the crap out of your prospects.

When someone “feels” the fear you’re trying to impart, then they’re very likely to be compelled into taking action.  When someone “laughs” at what you’re trying to say, or when someone says, “yeah, that’s a shame,” all you’re doing is wasting their (and your) time.

Don’t overlook using fear as a compelling emotional buy-button when you’re selling.  It’s a very powerful weapon that works, as long as you truly work it.

And if you use it in a way that’s believable and accurate, it will work magic for you in your marketing.  But you can’t be afraid of using it the right way — it’s all or nothing with this one.

Now go sell something, Craig Garber

P.S.  Discover how to use “fear” and 46 other emotional buy-buttons – get 3 marketing campaigns and 3 swipe file copywriting samples for each one of these buy-buttons, right now.

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