We all know that sex sells – but so does fear.

Why? Because humans are more likely to take action to avoid pain than to achieve pleasure.

Fear can be a really effective tactic to use in your marketing, although it always needs to be done ethically.

The idea is to remind customers of the bad things that might happen if they don’t use your products or services.

You might find that that is a more successful marketing strategy than telling them about the good things they might get by using your products or services.