Fear-based marketing leverages Maslow's hierarchy of needs and influences the audiences' psychology and urges them to take action to minimize that fear. While a commonly use marketing practice, fear-based marketing strategies are challenging: brands either master them or they blow up in their face and cause customers to question the brand.
Some examples of industries that utilize these marketing tactics are life insurance companies or home security system brands. In order to tap into the emotion of fear and use effective messaging, brands must first have an understanding of their target market. They must understand the perceived threats, identify the problems customers have, and present the viable solution to alleviate the subsequent fear.
