Brands that don’t warn their customers about what could happen if they don’t buy their products fail to answer the “so what” question every customer is secretly asking. Content marketing and bullet points on our website can all include elements of potential failure to give our customers a sense of urgency. Loss aversion is a greater motivator of buying decisions than potential gains.

So how do we use messages from the failure category in our marketing? The book Building Communication Theory, propose a four-step process called a “fear appeal.”

FEAR APPEAL

1. We must make a customers know they are vulnerable to a threat. For example: “Nearly 30 percent of all homes have evidence of termite infestation.”
2. We should let them know that since they’re vulnerable, they should take action to reduce their vulnerability. “Since nobody wants termites, you should do something about it to protect your home.”
3. We should let them know about a specific call to action that protects them from the risk. “We offer a complete home treatment that will insure your house is free of termites.”
4. We should challenge people to take this specific action. “Call us today and schedule your home treatment.”

Messages containing moderate amounts of fear-rousing content are most effective in producing attitudinal and/or behavior change. What about opportunity costs? Could they make or save more money with you than they can with a competitor?