Most of us have more than one usual fears — Fear of gaining weight. Fear of missing an opportunity. Fear of unemployment. Fear of death. Fear of a future price increase. Fear of what others think about them. Fear of the unknown. Fear of growing old. Fear of being alone. Fear of being cheated.

There are hundreds of different phobias that motivate people to make purchases. People buy life insurance because they fear dying prematurely and leaving their family financially strapped. We buy exercise equipment because we fear gaining weight or getting out of shape. We buy alarm systems because we fear we are going to be violated in some way.

Bottom line: We make a lot of purchases because of our fears, on things that are supposed to ease our fears. By encouraging fear from your prospects, you have a better chance of making them decide to buy from as well as helping them with your solution.