A whole city locked down with one case?

Yesterday, Canberra (the capital city of Australia with 400,000+ people) went into lockdown.

The reason?

One covid case.

No, that’s not a typo.

One case. As in - “uno.”

A little over the top?

Depends on who you are I guess…

If you’re in a nursing home with multiple co-morbidities, maybe not.

(Then again, any old cold would probably “get you”)

But if you’ve got an even half-decent immune system, I would say so.

The real question is - why do people accept such an overreaction?

Fear, of course.

There is literally nothing more powerful that will persuade someone than fear.

This is why any time you turn on the news you’re confronted with case numbers, deaths, and symptoms (AKA: fear).

Fear sells.

It’s also why every good marketer and his stinky dog use urgency and scarcity to sell their programs.

(And why fake gurus always pretend there's a deadline to join their program).

Is it unethical to use fear in your marketing?

Not if it gets someone to buy something they truly need.

For example, let’s say you’re selling a coaching program that helps people with acne.  And in one of your emails you talk about how if they don’t get it fixed, it will almost certainly leave scars on their face for the rest of their life.

Is that unethical?

No, that’s being honest.

Imagine not properly warning your prospects of the dangers if they continue the way they’re going?

THAT is unethical.

Of course, you don’t want to overdo it either.

Like millions who are turning off the MSM because of all their fear-mongering, your prospects will turn off your marketing message (AKA: unsubscribe) if you do the same.

So next time you’re thinking of something to say - don’t be afraid to use fear.

Just don’t overuse it.  

With that being said…

If you're looking for more ways to use deep psychology to ethically persuade your prospects to work with you, that's exactly what I show you how to do in my "15 Minute Client" program.

Whether it's crafting your offer, building your lead magnet, writing your ads or sending your emails - you'll be using triggers in your marketing to constantly pull your prospect toward you so they eventually jump into your program.

To know when the next spots are open, put yourself on the waitlist here:

https://scale.lukecharlton.com/waitlist/the-15-minute-client/

-Luke Charlton
Location: The Man Cave