Does Fear-based Marketing Work?

How one company saw a $45 million increase in revenue by changing their messaging tone

As marketers, we are often taught to identify and tap into the pain points of our customers. But once we pinpoint these sources of customer anxiety, how should we proceed? Should we attempt to alleviate this stress through encouragement or empowerment, or should we instead ratchet up the tension and frighten prospects into thinking that only we can solve their problem?

In this 35-minute clinic replay, we examined six case studies — covering everything from social media testing and nonprofit donation drives to the overall messaging strategy of a Fortune 500 company — to answer one primary question: Does fear-based marketing truly work?

Watch now to find the answer to this question.



Ken Bowen
Austin McCraw


Ken Bowen
Austin McCraw

Video Production and Editing

Dennis Beard
Brent Knauff
Tara Marotta
Luke Thorpe

Technical Production

Regina Love
Melissa Pickle
Christine Risberg
Travis Smith

Special Thanks

Tim Kachuriak, NextAfter
Sherri Chien, Symantec

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  1. Chris says

    Great video, but maybe a touch too long. Feels like it could have been condensed to 20minutes. Thanks for posting

    1. Paul Cheney says

      Hey Chris,

      Thanks so much for the feedback! I’ll pass it along. 🙂

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