How do you motivate clients and potential customers?
I’m talking about the tone of your messaging — how you communicate with them.
Recently, I came across a post from a colleague who had just finished a free live session and signed off with:
"You missed it. It was really valuable. So close, yet so far..."
That made me pause. Why? What’s the goal of this message? It triggered a wave of thoughts, which I’m sharing here.
We’ve all seen messages like:
- If you’re not moving forward, you’re falling behind.
- In today’s fast-paced world…
- Your competitors are running—are you just walking?
- Indecision stalls progress.
- Only one day left at this price! 14 hours… 3 hours… 💣
As a marketer, I get it. Fear-based messaging works. It taps into our brain’s natural tendency to focus on risks and threats—it’s a survival instinct. And yes, fear is a powerful motivator.
But I choose not to use it.
"You missed it. It was really valuable. So close, yet so far..."
That made me pause. Why? What’s the goal of this message? It triggered a wave of thoughts, which I’m sharing here.
We’ve all seen messages like:
- If you’re not moving forward, you’re falling behind.
- In today’s fast-paced world…
- Your competitors are running—are you just walking?
- Indecision stalls progress.
- Only one day left at this price! 14 hours… 3 hours… 💣
As a marketer, I get it. Fear-based messaging works. It taps into our brain’s natural tendency to focus on risks and threats—it’s a survival instinct. And yes, fear is a powerful motivator.
But I choose not to use it.
Why? Because even when I’m interested in a product, these messages often push me away. They create a sense of urgency that feels stressful rather than inspiring. They make the world seem unkind, triggering anxiety rather than excitement. And as an immigrant navigating life with a three-year-old, I already have enough of that. 😁
Beyond that, these tactics often feel like manipulation—poking at my fears rather than genuinely helping me. And what I truly value, both in people and in brands, is care. Motivation through encouragement, not pressure.
We can communicate differently:
- We’ve created ABC course on a highly relevant topic—X searches per day on Google, X views on YouTube. We’ll help you master this skill with ease, and our past participants have seen great results.
- Our early registration price ends tomorrow. If you’re sure you want in, it’s more cost-effective to sign up today.
- We just held an amazing live session! X participants left feeling inspired and ready to take action. Join us next time!
Of course, this is just my perspective. But as a potential client of dozens (if not hundreds) of services, I have a feeling I’m not alone in preferring warmth over pressure, encouragement over fear.
What do you think? Do fear-based tactics work on you, or do they push you away?
February 6, 2025
Beyond that, these tactics often feel like manipulation—poking at my fears rather than genuinely helping me. And what I truly value, both in people and in brands, is care. Motivation through encouragement, not pressure.
We can communicate differently:
- We’ve created ABC course on a highly relevant topic—X searches per day on Google, X views on YouTube. We’ll help you master this skill with ease, and our past participants have seen great results.
- Our early registration price ends tomorrow. If you’re sure you want in, it’s more cost-effective to sign up today.
- We just held an amazing live session! X participants left feeling inspired and ready to take action. Join us next time!
Of course, this is just my perspective. But as a potential client of dozens (if not hundreds) of services, I have a feeling I’m not alone in preferring warmth over pressure, encouragement over fear.
What do you think? Do fear-based tactics work on you, or do they push you away?
February 6, 2025
Maria Jonsson,
Hands-on Product Marketing Manager
Hands-on Product Marketing Manager
Helping small and medium-sized B2B businesses bring more structure to marketing and make better decisions based on real market, customer, competitor, and product insight.
I work across market and customer analysis, positioning and messaging, go-to-market, sales support, and marketing optimisation — combining research with hands-on execution rather than stopping at recommendations.
I strongly believe in data-informed marketing: not messaging, channels, or visuals “because we like them”, but decisions grounded in what is actually happening in the market and what customers need.
Over the years, I’ve worked on 100+ projects, across 80+ products and 55 geographical markets.
I work across market and customer analysis, positioning and messaging, go-to-market, sales support, and marketing optimisation — combining research with hands-on execution rather than stopping at recommendations.
I strongly believe in data-informed marketing: not messaging, channels, or visuals “because we like them”, but decisions grounded in what is actually happening in the market and what customers need.
Over the years, I’ve worked on 100+ projects, across 80+ products and 55 geographical markets.
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