How to Correctly Use Fear in Marketing Copy

The following is from Dr. Robert Cialdini's Inside Influence Report:

"...advertising campaigns that inform potential clients of the real-world threats that your company’s goods or services can alleviate should be accompanied immediately in time by clear, specific, effective steps they can take to reduce the danger.”

The whole article is very intriguing. Take a look at this article, and see if you can apply some of the wisdom to your own advertising campaigns and marketing materials.

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