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If you’ve studied marketing at all, you know that fear is a powerful motivator. It’s a much more powerful motivator when coupled with a specific catalyst. The catalyst is clear instructions about how to avoid the fearful outcome.
In his book, Yes by Robert Cialdini, he illustrates this powerful fact by a research study about convincing college students to get a tetanus shot. In the study, there were three groups:
- One group of students saw advertisements showing the gruesome effects of tetanus.
- The second group received the same advertisement with clear instructions about how to avoid them.
- The third group was the control group and they received no information.
The group that received the clear instructions were much more likely than the other groups to get the shot.
The main point here is to know that when you’re marketing your product, you should use fear to motivate but remember to couple it with simple instructions for avoiding the fearful outcome.
Click Funnels offers clear instructions which is a proven system for avoiding the gruesome effects of:
- Working long hours
- Working for low pay
- Working for a stupid boss
- Commuting through traffic jams
- No free time