Situation: IBM and others established the value of preaching fear, uncertainty and doubtwithin their marketing campaigns – “choose IBM, the brand that you can depend on, because who knows what others will actually deliver.” A CEO asks whether it Is it still worthwhile to use fear, uncertainty and doubt, or are they better off emphasizing the positive benefits of their services and keeping their image positive? How do you leverage positive marketing instead of fear, uncertainty and doubt?
Advice from the CEOs:
- When considering whether it is better to sell the time that your system or product is “up” or the time that it is “not down,” it’s important to understand the customer’s perspective. If they are cautious and skeptical, then fear, uncertainty and doubt may work. If they are positive and upbeat, then they will more likely respond to a positive, upbeat message. Match your marketing message to the attitude of the key decision makers within your customer companies. Learn their hot buttons during ambassadorial visits.
- Companies sometimes use fear, uncertainty and doubt when they sell “the future.” Being “in”: if you haven’t got our product/service you won’t be with it! Insurance companies sell protection from the unknown.
- Mix the message. Sell the positives, with an appreciation of the cost of the negatives to reinforce the positives.
- Be the “Mr. Goodwrench” of your marketplace. Educate and reinforce.
- Consider positive health care analogies in your marketing: Rapid Response – mimic messages from urgent care. The value of maintenance programs – mimic messages from wellness programs. Develop metrics to substantiate what your customers are hearing from your message.
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