As marketing professionals, persuasion is part of the package. And a logical question is “What motivates people to take action?” Lead generation experts and sales conversion experts have said for years that there are only two basic drives: fear and greed.
As Digital Solid’s blog proclaims: In b-b marketing fear and greed are all you’ve got.
A similar post from BizInformer explains FUD: Fear, Uncertainy and Doubt and its role as a Marketing Strategy.
“Find the Pain” is another phrase I hear bantered about when it comes to positioning a product or service. Is this negative positioning? Or just responding to normal human emotions?