Anyone who has taken Psych 101 knows that fear is a very powerful motivator in human beings. I don’t know about you, but when I was a kid, the threat of being punished sure carried more weight than the lure of a reward. The reality of fear, when you can step back and take a look at it, is that it mostly exists in our fertile imaginations. But intellectually knowing that doesn’t keep us from making decisions based on fear alone.

Let me paint a couple of marketing scenarios. Read them carefully to see if you are falling into these fear traps.

I have to be everything to everyone: This is a fear of missing out on a potential customer, so rather than define what makes you different and what you excel at (branding), you try to be a generalist and not turn anyone away. Which means you attract a lot of wrong-fit customers. Think of the last few customers who cost you money or too much time. Be brave enough to brand.

My wife doesn’t like the tagline, the logo or — fill in the blank: When you own or manage a business, you are subjected to everyone’s opinion. In most cases, they are not qualified to give you marketing counsel. I know it’s not easy to dismiss someone’s opinion. But would you have your plumber remove your gall bladder?

This isn’t how everyone else does it: Right. That’s the whole point, isn’t it? Being like everyone else is the kiss of mediocrity in both sales and awareness. Is that what you’re really shooting for? Take some chances. Stick your neck out. Get noticed!

Are you letting fear “help” you make your marketing decisions? When were you planning on stopping that?

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