Fear-based Marketing
The use of fear, anxiety, or insecurity to motivate consumer decisions—encouraging purchases or actions by emphasizing potential negative outcomes or risks if the product or service is not utilized.
Common Techniques
Urgency Creation
Highlighting limited-time offers or urgent threats, such as product scarcity or time-sensitive deals, to compel immediate action.
Risk Amplification
Exaggerating potential losses or dangers that customers may face without the product, often focusing on safety, health, or financial threats.
FOMO (Fear of Missing Out)
Leveraging social proof, testimonials, or case studies that highlight what consumers might miss by not acting quickly.
Threat Framing
Positioning a competitor or situation as a looming threat that can be mitigated only by purchasing or engaging with the brand.
Negative Impact Forecasting
Suggesting that failure to act will result in immediate or future regret, financial loss, or missed opportunities.