Humans are more likely to take action to avoid pain than they are to achieve pleasure.

That’s why marketing aimed at helping your customers avoid something bad can be more effective than marketing aimed at helping them achieve something good.

So you don’t always need to tell your customers about the benefits of buying your products and services. You can always educate them about the consequences of not doing so.

Please note, though, that you must always be ethical when doing fear-based marketing. Talking about legitimate dangers is fine. But inventing dangers or exaggerating them is not.