Danger and Marketing
Avoiding danger is a basic survival behaviour we all share. Danger can quickly engage the brain into action.
Sensing danger sounds alarm bells in the brain, which catches our attention and engages all our other senses to become more focused and aware in order to avoid the danger.
Having your prospects focused and aware when coming into contact with your brand is an ideal platform to present marketing messages. In this state people remember more and recall things more effectively afterwards. This is a great way to catch your target market’s attention.
Of course we don’t want to put people in danger to sell more products, but the reality is your prospects may be unaware of the danger they are already in. If you sell PC backup solutions you will know many people are blissfully unaware how easy it is for their systems to fail and lose all their files. The same is true for personal trainers, who probably come across people every day who are unaware of the diseases they are likely to battle due to their unhealthy habits. Ask yourself:
What danger are my customers in if they don’t purchase my product or service?
A powerful tool to help communicate danger and grab attention is through the use of images. Using images that are frightening such as theft, fire, flood and other catastrophes can sound alarm bells in the brain. Seeing such images may be enough to grab attention and cause prospects to read your marketing material with greater awareness.
