Michael D. Moberly May 30, 2017 ‘A business intangible asset blog where attention span really matters’.
FUD (fear, uncertainty, and doubt) are intangibles, or, in some instances, liabilities, depending on the context (motive, intent) how each ‘factor’ is conveyed, i.e., dramatized or embellished to influence a particular (emotive) action, reaction from/by whomever-whatever is being targeted and assumed to be receptive to ‘FUD messaging’.
I believe it’s important to recognize that, when individuals’ rise to hold leadership – oversight positions which include platforms-venues which can be exploitatively used to practice ‘FUD messaging’, prudence and caution should be exercised.
On numerous occasions I have experienced marketing practitioners who, quite literally espouse the view that it is necessary to sew elements of FUD into every product – service marketing strategy. In these instances, it is assumed the presence of FUD are stimulants for human (buy, don’t buy) action. I sense persistent purveyors-proselytizers of FUD, as a marketing tactic-strategy, are variously inclined to sacrifice (minimize) facts, reason, and reality which may counter the ‘FUD factors’ which they are espousing. I want to believe prospective clients, and consumers in general, are not mere pawns to perceptions of exploitative FUD as the dominant driving stimuli to their decisions-actions.
One can routinely observe the principles of FUD at work, or carefully contrived variations, exploitatively and jointly woven into arrays of products – services characterized as mitigating and/or remediating a particular risk. In these circumstances, elements-factors of FUD are integrated (exploited) as the primary underlier to a marketing (buy in) strategy to appeal to targeted populations of prospective buyer’s – client’s circumstances, needs, aspirations, or frustrations with the status quo.
Some attribute – believe humans are receptive to characterizations of fear, uncertainty, and doubt because they…
• are grammatically and visually easy to convey and assume can-will
• can influence those receptive, to assume the product-service being marketed is a quick and simple (single) fix, e.g., if x is purchased and deployed, a specific (set, range of) risks, problems, and/or frustrations, at least how they are perceived, will be substantially reduced, if not go away altogether.