I know a guy who can import surgical masks and other personal protective equipment (PPE) from Asia to the USA.
He can get pallets of the stuff, and he’s trying to figure out where and how to sell it.
He’s not a price-gauger. (Some profiteers are selling masks for $15 or more!) He wants to sell the PPE at fair prices.
He wants to focus on small and mid-sized businesses that want PPE for their employees or to resell to consumers.
We discussed the story he’ll share with such businesses.
Owners of businesses that are still open worry for their employees’ and customers’ safety. Those who want masks fear they’ll be shut out, stuck at the back of the line as hospitals and governments clog a dysfunctional supply chain.
Anxiety and fear are driving demand. The PPE vendor understands this.
But, he told me, he doesn’t want to create a “fear-rush.”
Fear. It’s a prickly subject for many marketers.
“Fear monger” is an insult.
But fear is not always a rotten fish that marketers use to slap prospects’ faces.
People have aspirations. People have fears. Aspirations AND fears drive buying decisions.
I told the PPE vendor:
There’s nothing wrong with marketing to people’s fear if what you are doing to address that fear is honest and legitimate.
Shady sales people trade on people’s fear to get them to do something that’s not in their best interest — such as pay $15 for a mask, or buy something that doesn’t actually work. That’s how I define “fear mongering.”
In this case, though, you have the PPE people need. It is real. It works. It’s fairly priced.
They call it personal PROTECTIVE equipment for a reason. It protects you from something you don’t want, something you fear.
There’s nothing wrong with speaking to that fear. In fact, you must if you want buyers to tune in.
This is not just a COVID-19 thing.
A lot of business people feel like there’s something unethical, shady, or just kind of yucky about discussing prospects fears and frustrations.
Again (this is important so I’m repeating it here): There’s nothing wrong with marketing to people’s fear if what you are doing to address that fear is honest and legitimate.
Before I built the StoryUp Marketing web page, I spoke to dozens of business people who represent my “target market.” I asked them to share aspirations for their businesses and frustrations/fears. I boiled it down to four key ones that are at the top of my site.
My prospects are:
- Tired of seeing prospects tune out and move on (frustration/fear).
- Wishing people would think “I get it” and say “I want it” the first time you tell them about your products and services (aspiration).
- Wondering why those “can’t-miss” marketing tactics keep missing the mark (frustration/fear).
- Craving better leads and more customers (aspiration).
Those frustrations and fears are common. They’re real. And businesses that address their frustrations/fears will outperform those that ignore them.
I offer an honest, fair way for businesses to realize those aspirations and overcome those frustrations/fears.
That’s not fear-mongering. That’s problem-solving.
The problem-solving starts here: Sign up for a Story Assessment.
I’m offering free, 30-minute web confereces to review your business story. I will meet with you via Zoom and review how you’re telling your business story — on your website, social media, and other channels. Then, I’ll recommend steps you can take to help prospects and customers tune in and act.
I have a limited number of slots open on my calendar for these sessions. Please visit my calendar to book a time that works for you.
Thanks!
Tom
314-529-1431
tom@StoryUpMarketing.com
www.StoryUp Marketing