Fear Factor: Raising the Alarm, Lowering the Bar
Posted on 31. Jan, 2011 by The Relationship Era in Blog, Brand Stories
“IMPORTANT NOTICE: Local residents are becoming more aware of home burglaries in the community.”
Thus began a one-page flyer in my Sunday edition of the Dallas Morning News. And it generally goes downhill from there.
The pseudo-official looking announcement is actually an ad promoting a “FREE Complete Home Security System” from ADT authorized dealer, SecurityAlarmNow. The insert is laughable and everything we have come to expect from marketing’s seamy underbelly–hyperbole, a non-specific public safety threat, misdirection, fine print, gimmicks, urgency and plenty of bold fonts for the juicy stuff.
Why isn’t “free” enough? Because there are strings attached (of course)–$99 for “installation” and a 36-month monitoring agreement.
The formula is simple, and by now predictable: snag someone, either through fear or the idea of Free, and lock them into monthly payment for several years. At best, it’s myopic, focusing exclusively on getting people to buy. At worst, it’s unoriginal, uninspired and probably a little manipulative. I’m sure that there are plenty of good reasons to use SecurityAlarmNow, but most of us will probably never know.
I can’t help but think that if Paul Revere had to overcome decades of marketing-induced skepticism and cynicism, we’d still be wearing powdered wigs at the courthouse and getting our caffeine from the East India Trading Company.
God Save the Marketer…and the Consumer!
Paul Dfes
01. Feb, 2011
This is another great example of selling via the FUD method. Fear, uncertainty, and doubt. Sadly this tactic is still very widespread and effective.