Marketing to the fearful (when we’re all afraid)

You’ve probably experienced this situation:

Someone says they want something… and they don’t.

It’s not even them being dishonest – they really don’t know what they want.

They say they want your offer, if only it were cheaper, shorter, easier…

Or they say they would go out tonight, if only it stopped raining…

… only for them to get what they say they want

and for it not to make a lick of difference!

If you know what someone genuinely wants, even when they don’t know it themselves, your marketing has an edge.

Someone can read your offer and, in that moment, realise it’s what they never knew they needed.

If you can figure than out with folks, you have a powerful means of influence right there.

And I leave it to you to figure it out.

In the meantime, let me share with you a little aside…

Everyone is afraid. Everyone.

Something weird happens when you learn to read body language.

I’m not talking about skimming a book or even taking an online course. I mean learning to read subtle cues and clusters accurately, so you can tell someone’s state of mind in moments.

Think way beyond noticing when someone crosses their arms. If you can read their entire body, plus the context, their language, their clothing, the lines on their face and a few other cues – and knowing what each means, together and in isolation – people become a lot more transparent.

And what do you see?

Everyone is sad, afraid and in pain.

Some people are great at hiding it – even and especially from themselves.

Without knowing anything about someone, other than they’re human, you can know this. The fear of death is only part of it. People are afraid of success, fear, acceptance, rejection, being too seen, being ignored…

When you see this, so much human behaviour makes sense. That person yelling at a stranger online is so afraid of being ignored and disrespected that they’ll descend to such pitiable, bottom-feeding tactics.

It doesn’t even make them feel good, but it does ease the pain for a moment.

By the way?

I’m not talking about ‘other people’ here.

I’m talking about me and you, plus your favourite gurus, leaders and celebrities.

When you know this, you have a hidden psychological button you can press in anyone’s mind.

You can do this unethically. I don’t recommend that. Sure, it might take less thought to come up with that… but it’s not more effective than doing right by people.

Besides, don’t you want to help folks?

You can ethically push someone’s psychological buttons – even ones that connect to deep, existential fears – and help them.


I offer three ways. They’re almost guaranteed to work, assuming the usual caveats of you offering something of value and you knowing your target audience.

But a word of warning:

I only cover this in the Phronesis Accelerator bonus report. That means you not only have to sign up before the deadline… you need to qualify for the bonus report too.

I explain how to do that right here:

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