Don’t Forget FUD
Think about what your prospect’s emotional response and personal benefits are, not just the tangible and quantitative advantages of using your products or services. Will the prospects have less stress? Do they pine for fewer daily headaches and fire drills? Will their value and stature rise in the company if they solve a tough issue or improve profits? Every person on this earth experiences fear, uncertainty, and doubt (affectionately shortened to FUD in marketing and sales circles) in her or his professional and private life. How are your products or services addressing these factors?
The first acknowledged intentional use of FUD was to discredit IBM’s competitors with misinformation or half-truths,6 but that’s not the FUD we ...
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