Boo!

January, 2023 

    It's a fact. Fear sells. Which is why copywriters have been scaring prospects with dire warnings for generations.

    An early example of an ad intended to shock and frighten the reader was written many years ago for the American Thermos Bottle Co.

    The company wanted to explain that milk should be kept cold, and that a Thermos was a great way to keep it cold for days. The ad featured the chilling, none-too-subtle headline:

"A Fly in the Milk May Mean a Baby in the Grave"

    To see the actual revolting ad, featuring a drawing of a huge death-dealing fly, 

CLICK HERE

    Now, I'm NOT advocating going overboard, but there aretimes when you can use a little fear, to your advantage.

For example, how about making the prospect concerned that they're going to miss out on a valuable offer?

    Here are a few lines I wrote that demonstrate a little effective fear-mongering-lite:

• The offers ends January 31, 2023 and will not be extended. This is your last chance to order your Levison X25 at 50% off! If you fail to act now, you will miss out on an opportunity that will not come again! That's a promise. 

• I want you to know that our webinar will present vital technical information that is not available anywhere else. Your competitors will be there. It would be a pity if they got a preview of our new technology while you were sitting in the office.

• Have you ever been named as "The Defendant" in a lawsuit? As many people have discovered, the experience can be absolutely devastating. That's why it's so important that you take advantage of the free offer I'm making right now . . . etc.

    Remember, engendering a little fear or concern on the part of the prospect can go a long way. Make someone feel that they're missing out on a great offer and you can often get them to act.

    Play it right and you can turn a "boo!" into a "Boo Yah!"

Warmest regards,