“Fear is almost always coupled with anger”
Back in 2018 I recorded a video with my coach (Brent) all about the deep emotional reasons that people in the prepper niche buy things.
And one of the most eye-opening things in that video was when Brent said “fear is almost always coupled with anger”.
Which caught me off guard…
Cause before Brent said this, I always looked at the prepper niche as people who were scared of “shit hitting the fan”.
And they certainly are scared of that…
But underneath that fear is a lot of anger…
For example…
Your typical prepper who has a garage full of survival food, gold coins and iodine tablets is definitely worried about what will happen in the future.
But they’re even more pissed about what’s going on in the world.
They’re pissed that as a 60 year-old white guy, the world is changing and they’re losing their place in it (they used to be the king, but that is slowly eroding).
They’re pissed at the government, big corporations, and drug companies for screwing them every chance they get.
They’re pissed that they did things the “right way”, and they’re not further ahead in life.
And here’s the thing…
Fear does drive a lot of their purchasing.
But as Brent said, this fear is almost always coupled with anger.
They go hand-in-hand.
And the anger is really what this buyer is in touch with.
So the big takeaway here is that whenever you’re writing copy with a big fear angle…
Make sure you’re tapping into their anger as well.
Cause it’s there.
It’s what’s driving a lot of that fear.
Make sense?
I hope so.
Cause that’s all I got for ya today.
I’m heading out to shoot some hoops in a bit.
Enjoy your Saturday.
– Justin
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