Using Fear as a Marketing Weapon: Fear, Uncertainty and Doubt (FUD)


Apple had given an appeal to its users not to jailbreak in 2019. Because this is considered to damage the Apple operating system (Ios) and is dangerous for the iPhone.

Jailbreaking itself is done by its users in order to open access to use applications that are not in the Apple Store. At that time, the number of perpetrators was claimed to be large and they did this for several things, such as tethering to a laptop and recording video with an iPhone camera.

In response to this, Apple made an official statement that jailbreaking is illegal and violates copyright. The Electronic Frontier Foundation (EFF) as a non-profit organization in the digital field sees this as legitimate.

As part of the 2009 DMCA rulemaking, the EFF asked the copyright office to grant an exception to jailbreaking to allow iPhone users to use applications that are not available in the Apple Store. The court also stated that jailbreaking has been around for a long time and is permissible if used properly.

The story above is an example of Fear, Uncertainty, and Doubt (FUD). One technique that often occurs in the business world. Jailbreaking is claimed to be harmful to iPhone users, even though this is actually one of the innovations in the economy.

This technique has happened in many ways in the business world. This time, Paper.id will discuss FUD and its application in the world of marketing to attract people's interest in brands that use these techniques.

What is Fear, Uncertainty, and Doubt (FUD)?

Inc. company columnist and strategic advisor Eric Holtzclaw calls the traditional FUD technique to make people worry and make decisions to buy goods or use services out of their ignorance.

Many pros and cons exist in responding to the Technique. This technique is used in marketing strategies to invite readers to arouse curiosity about their abilities and related matters.

One example is with Ads Call to Action (CTA). Usually, website owners create an advertisement by including questions related to problems that are often faced by many people. After that, the website owner will provide a solution through a CTA to direct readers to do what they want.


How to market products with FUD technique correctly

In marketing strategy, FUD is often used as a technique that is believed to provide more effective results. However, excessive use can result in fake news or hoaxes.

For this reason, it is necessary to have a grip on how to make the right marketing effective but still ethical. According to strategy peak, here are 7 things to keep in mind when marketing a product:

  • Guarantee
  • Education
  • Give a trial or trial period
  • Official endorsement
  • Testimonials from customers
  • Explain the manufacturing process
  • Explanation of how it works

With the seven things above, people can believe because, there is a guarantee of the truth of the advertisements made. Of course, this will increase the integrity of your company in the eyes of the public and this must be considered.

FUD's marketing strategy aims to provoke people's curiosity about anything. In general, it provokes people to ask themselves if they are in the wrong position and try to improve themselves. This often happens in many ways, including in financial management.

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