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Entrepreneur: Forget Everything You've Heard - Fear Doesn't Sell

by Scott Brown | May 15, 2018 | Entrepreneurs |

What’s the difference between Dove soap and Lifelock identity protection? “Everything,” you say. “They have absolutely nothing in common.”

You’re completely right. But they’re different in one more way than you would have guessed: their marketing philosophy. 

When you think of Dove advertisements, you might picture body positive messages, confidence, and female empowerment. Lifelock, on the other hand, has a clear message in their advertising: buy our product or your identity will be stolen.

Needless to say, these are two wildly different philosophies towards selling - and a growing startup would do well to think carefully about which message it wants to promote before it begins selling to customers.

Learn more about how to make your customers feel the right emotions here.


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