The Most Powerful Marketing Weapon

Updated: Apr 16, 2020

Hope & Fear Marketing / How to Use Your "Why" to Connect With Your Audience

It's understood that emotions directly influence purchase decisions. The two emotions or templates marketers use for the basis of campaigns, whether they're aware of it or not, are hope and fear. Each is effective in it's own way; however, the most powerful element to marketing is the one that businesses, marketing agencies, and everyone in between seem to ignore: "Why"

I'll explain...

Emotions in Purchasing Decisions

You might have the best rates, exclusive deals, or unbeatable results in your industry. You could be the most knowledgable, professional, and reasonable product/service provider on the entire coast. But clients—whose own interests and knowledge are outside of your industry—don't always understand the benefits of your product/service...

Nor do they care.

I've learned through my own painful experience, that client's aren't predisposed to care about numbers. Don't believe me? Mention conversion rates, or bring up the "industry statistics" at your next meeting and watch how quickly your prospect pulls out their phone...

Let's face it...

In the real world, humans don't buy according to logic—we buy according to emotion. People make a purchase either because they feel something, or want to feel something. They're either feeling it now, or want to feel it in the future. These feelings on which all purchase decisions are based, boil down to two emotions: hope and fear.

The best marketers are able to incorporate these emotions in their campaigns, and leave a lasting impression; the ultimate goal of marketing.

Hope & Fear

Let's break it down, shall we?

Say you have a cutting edge product; like when drones came to market.

The early adopters of drones purchased to feel either:

A.) ahead of the curve (hope)

B.) like they aren't missing out (fear) aka FOMO

This can be applied to any industry, market, profession, what-have-you..


Advertisements make food appear absolutely delicious: hope.

People buy food because they don't want to starve: fear.


People go to the doctor because the specialist can cure their ailment: hope.

People go to the doctor because they don't want to die: fear.

Hope and fear are at the root of all purchase decisions.

Why Marketing

"But Cody, I don't want to scare my customers into buying my product/service."

"Fear marketing" takes some tact, and can be incredibly effective when done correctly, but requires a level of finesse that is outside the reach of most.

So with fear marketing off the table, the only option left is hope. (*insert cliche here*)

How can your business tap into hope marketing? By establishing a clear "why."

  • Why are you in business?

  • Why do you get up in the morning?

  • What is your mission?

For our agency, we want to make a positive impact on world, and help others reach new levels of success in their lives. It was never actually about making money.

We have expertise in marketing and navigating the digital landscape, which is valuable to businesses without these skills or the time to develop them. By leveraging this knowledge, we're able to operate and run our business. That's the surface level.'s much deeper than that.

Our climate is in severe trouble, and is in desperate need of immediate intervention to hault and reverse the effects we've caused. I understand as a business, we'll accumulate the capital and resources necessary to have a say in the fate of our planet. We donate a portion of our proceeds to clean ocean initiatives. My mom always told me as a child, "If you do anything in this life, do something to help the world." This has had a profound impact on my worldview, and carries over into our culture.

It's what Churchill Consultations was founded for. We want to help.


That is our WHY.

This message resonates with every person on this planet, and is a great way to connect with our audience on an emotional level—while leaving a lasting impression. We aren't just some marketing agency trying to make a buck. We're a marketing agency trying to save the planet.

See the difference that makes?

Whenever I consult with a potential client, the first question I ask every single one of them is, "What is your why?"

To be truthful, 1 in 10 have an answer...

Why Marketing Examples

Let's look at the two best "Why" marketing companies ever known, and the impact it's had on their brand: Nike and Apple.


When you think of Nike, what comes to mind? Determination, triumph, victory...?

Nike's Mission Statement:

"to bring inspiration and innovation to every athlete in the world."

They take it a step further and include that every person is an athlete.

"If you have a body, you are an athlete.” - Bill Bowerman, Founder.

They evoke a strong emotional response with their brand identity, which compounds with each new champion brandishing that iconic swoosh.