Be afraid. Be very afraid.

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You can never assume that prospective clients understand how you can change their life. You have to tell them.

Tell them you can give them what they want. And then, dramatize it. Because people make decisions based on emotions, not logic.

The success of your marketing message depends, in part, on how skillfully you use the granddaddy of emotions, fear, to get prospective clients to act.

Especially fear of loss and fear of failure.

Tell them what’s at stake if they fail to act (aka, fail to hire you).

What will their life be like? What additional problems might ensue? How might delay or inaction make things worse?

And tell them how they might feel when that happens.

Your job is to paint a picture (tell a story) about not getting what they want so the prospective client will decide to call you or write that check.

They may want what you offer but hesitate. Give them a glimpse of their future if they don’t make that call.

But hold on. You can’t bludgeon them with horror stories and tales of horrible consequences. Too much fear and people tune you out.

So, don’t overdo it.

Don’t give them a laundry list of risks and negative consequences, unmitigated pain, and unrelenting problems without relief.

Give them some hope.

Tell them you have the solution. You can deliver a happy ending to the movie you’ve had them watching. Tell them what their life will be like once you’ve done your work and you’ve delivered the solutions they want.

And then tell them what to do to get it.

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