Fear, uncertainty and doubt

We fear things in proportion to our ignorance of them.” – Christian Nestell Bovee, American writer

Most humans tend to be afraid of the unknown. As such, some marketers and sales people (and politicians – but this is out of the context of this post) try to implant fear, uncertainty and doubt (also known as FUD, a term introduced by Gene Amdahl) in people’s minds to make them buy their products or services, or to prevent them from trying competitors’ ones.


In an earlier blog post, I iterated a number of narrative patterns to be (re)used in presentations. In today’s post, I’m adding a few FUD related items to this list:

  • Create a sense of urgency by confronting people with a (familiar) situation, and making them aware of the threats they are facing if they don’t react timely or properly. You may appeal to their emotion and/or ratio by telling anecdotes, referring to case studies or citing from media clippings. The call for action (remember AIDA…) at the end is always a no-brainer: “Act now!” or “Buy now!”
  • Telling a story with open ending can also be a good way to instill doubt. People may start making (sometimes irrational) assumptions and come to (sometimes wrong) conclusions. Feed their imagination and steer their judgment by introducing an antagonist (your competitor), bringing in some gossip, or posing some insinuating questions.
  • By listing the perceived risks of doing (or not doing) certain things, using (or not using) certain products, or working (or not working) with a certain partner, you may create a feeling of uncertainty. Then relieve your audience’s minds by showing them that you have the best and most safe solution, and that you are the most trustworthy party to deal with.

Although FUD may be an effective competitive weapon, my advice is not to use fear as a tactic (and if you do, apply it scarcely and with caution.) Don’t sling mud to your competitors, but rather give a positive message and to tell a story with a happy ending.

Here’s some more reading:


1 thought on “Fear, uncertainty and doubt

  1. Pingback: Five elements of a story (and how to use them in a business presentation) | B2B STORYTELLING

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