The “fear merchants” of big business, big government and the media are secretly tapping into basic human fears for power and profit, one marketing expert claims.
Dr. Carroll Conklin, a 30-year advertising veteran and brand consultant, reveals how these modern masters of manipulation use consumers’ fears against them in a new book, Fire Your Fears! How the Fear Merchants Are Capturing Your Wallet and Soul … And How to Stop Them.
“Understanding what frightens you gives the fear merchants tremendous marketing leverage,” according to Conklin. “Business, government and the media are well versed in the manipulative power of fear in the marketplace. But here’s the catch: Selling with fear only works with the consumer’s permission.”
The book 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 hired, 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/
