Fear in Advertising

Your advertising arguments can be credible and logically impeccable. But if they don't resonate with a person, they won't budge. Why do people take certain actions?
There are seven most powerful emotions that drive actions. They are envy, love, fear, curiosity, greed, vanity, and guilt. Each of them has its own mini-book.
Before you is the second of seven mini-books in the "Emotions in Advertising" series. It discusses how to use one of the most common emotions in advertising practice - fear.
For entrepreneurs, small and medium business owners, advertisers and marketers interested in increasing the return on marketing materials, as well as for those who would like to become informed consumers and not fall for the bait of advertisers.