New book reveals selling secrets of the "fear merchants"
A new book reveals how the "fear merchants" are increasing their power and profits in the marketplace, and how to protect against their "fear-think" tactics.
Online, November 17, 2009 (Newswire.com) - Do the "fear merchants" know secrets about our private fears that they use to keep us buying? "Absolutely," one marketing expert claims.
Dr. Carroll Conklin, a 30-year advertising veteran and brand consultant, reveals how the so-called "fear merchants" nurture consumer fears for power and profit in a new book, Fire Your Fears! How the Fear Merchants Are Capturing Your Wallet and Soul ... And How to Stop Them.
The fear merchants of big business, big government and the media have mastered the use of fear in selling. "Nothing triggers a need to buy faster than tapping into our fears," Conklin explains. "Whether you're talking about fears for our self-esteem, our children, or our futures, the fear merchants have no hesitation about using our own fears against us to advance their agendas."
But Conklin adds, "Their fear tactics work best on the unaware. Once you understand what they're doing, their marketing tricks lose their impact."
Fire Your Fears! shows consumers how to protect themselves from the fear merchants. It provides a step-by-step guide for neutralizing personal fears by "firing" them. "Your fears are beliefs that you have taken on, just as a business hires employees," Conklin explains. "Since you hired them, you have the power to fire them."
Conklin adds, "Firing your fears is actually easier than learning to live with them. And far more satisfying."
Fire Your Fears! How the Fear Merchants Are Capturing Your Wallet and Soul ... And How to Stop Them is available at http://www.fireyourfears.com/