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Are You Marketing With Adrenalin?
Written by: Jay Hamilton-RothArticle Overview: Someone recently asked me if the only way to cause people to react emotionally to your marketing message is by using fear (fear of the unknown, loss, death, family, job, etc.).
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Are You Marketing With Adrenalin?
Someone recently asked me if the only way to cause people to react
emotionally to your marketing message is by using fear (fear of the
unknown, loss, death, family, job, etc.).
As humans, we are wired to respond to fear by producing adrenalin.
Fight or flight. Protect yourself at all costs. However, once the
adrenalin tank is empty, the reaction is over.
Many television news shows focus on bad news. As people get used to
bad news, the “thrill” is gone, and people need stronger stimulation to
create a reaction. This is true for scary movies, MTV videos, etc. You
need to keep upping the adrenalin trigger. Eventually people get tired
of the fear/adrenalin reaction, and start tuning out. You’ve lost them.
Fear is a great short-term motivator. But it’s not
a good long-term motivation. Researchers have studied what message
would motivate people who had heart attacks to make healthy changes in
their lifestyle (to live longer). Fear of another heart attack/death
produced short-term behavioral changes, but once people got used to the
fear, they reverted to their older (bad) habits. Only by having people
focus on keeping/growing the love in their life, they were able to make
long-lasting behavioral changes.
Remember that fear is only one of the basic human emotions that you
can use in your marketing. The others include: love/sex, anger/hate,
wealth, freedom for mind & body, desire for life after death,
self-preservation, recognition/self-expression. Make sure you choose
your emotional “hooks” well, both for short-term and long-term results.
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Article Tags: amp, anger, bad habits, bad news, behavioral changes, desire, fear, freedom, heart attack, heart attacks, human emotions, life after death, lifestyle, motivator, mtv, scary movies, self expression, self preservation, television news, term motivation
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