You may have been taught (overtly, in a course, or through osmosis by reading countless promo emails in your inbox) that fear is an excellent motivator and that you should use it as a marketing tool. Lemme speak to that for a sec.
Leading with fear is lazy. And mean. Yeah, I said it.
"YOUR HOME IS FILLED WITH TOXIC INGREDIENTS THAT CAUSE CANCER. YOU NEED THESE NATURAL PRODUCTS IMMEDIATELY OR YOUR FAMILY WILL GET SICK!"
"IF YOU DON'T BUY MY BIZ COURSE NOW, YOU'LL WASTE A WHOLE YEAR OF YOUR LIFE STRUGGLING TO PAY RENT!"
"IF YOU PROCRASTINATE ON LOSING WEIGHT, YOU'LL HAVE NO ONE TO BLAME BUT YOURSELF WHEN YOU DON'T REACH YOUR NEW YEAR'S GOALS!"
Girl. STOP THAT.
How would you like it if someone played on your deepest insecurities to make a buck off of you?
Spoiler alert: YOU WOULDN'T. And even if you had a moment of weakness and bought into the product they were pitching, you'd grow to resent it (or yourself) over time. Bring on the shame cycle, right?
You know who responds well to fear-filled marketing? People who are always looking for something to be afraid of. Read: proooobably not your ideal clients.
I don't know about you, but I want to work with joyful, confident, excited, ENTHUSIASTIC clients who trust me to do my best work. Clients who make my job MEANINGFUL. I don't want to work with manipulative, fearful clients who don't trust me and always end up dissatisfied, no matter how much effort and love I put into our projects.
Instead, when you're writing marketing content, lead with the BENEFITS your clients gain as a result of booking your services or purchasing your products. Speak to the tangible inclusions of your offering, the results they'll gain from working with you, and the emotional benefits and feelings they'll get from the process.
Lead them with JOY.
JOY is more magnetic, persuasive, and ethical than fear will EVER be.