Last week we explored how your own fear can propel you to make bad marketing decisions. Unfortunately, we are not the only ones sometimes driven by fear. Your customers are also feeling a lot of fear about a variety of topics.

Let me be very clear here. I am not advocating taking advantage of someone’s fear. That’s manipulative. Besides, today’s cynical consumer will spot that a mile away.

But if your product or service genuinely would ease your clients’ fears, then don’t hide that beneath a laundry list of features. Be clear that you understand their worry and that you have an answer for it.

Here are a few creative executions that will help your potential clients visualize how your product or service will ease their mind.

Ask a question. When you die, will 30 percent of your estate go to the taxman? Do you really know who your daughter is talking to on the computer? Do you know how long it takes to jimmy a deadbolt?

Paint a picture. Use emotion-evoking, carefully crafted words to draw a visual that will stick in your audience’s imagination. The key to this technique is detail. You want them to know that you really do understand their concern or fear.

Tell a story. Help your potential customer relate to your product by telling them a story about someone like them who found relief or peace of mind after doing business with you. Testimonials are perfect here. Better than you telling the story, let your clients tell it.

Human beings are driven by their emotions and there are very few emotions more motivating than fear. The company that can relieve their customer of one of their deep fears has earned that person’s loyalty for a long time to come.

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.

© Drew McLellan