Listen to the AI host’s version of this article created by Google’s NotebookLM.

Welcome Patrons. 🥃

So, I had this spooky topic planned for Halloween—but then I realized I’d miss it by one day. It’s an important topic, so let’s talk about it a week earlier than planned: fear-based marketing. Fear in marketing is a “tool” used to grab attention and get people moving—fast, like running away from the maniac in your favorite horror movie. But here’s the thing about using fear in your marketing: it’s like adding ghost pepper sauce to your burger; a little goes a long way. So today, six days before the spooky holiday, let’s talk about how to use fear responsibly in your marketing without crossing that fine line into manipulation.