For instance, listen to Robert Rosenthal, author of Optimarketing: Marketing Optimization to Electrify Your Business. Back in 2014 he wrote in Fast Company magazine that to be successful, marketers need to think in terms of the benefits of the product rather than the product’s features. Sounds innocent enough, right? But he adds that benefits often have a “psychological component.” “Fear, uncertainty, and doubt, or FUD, is often used legitimately by businesses and organizations to make consumers stop, think, and change their behavior. FUD is so powerful that it’s capable of nuking the
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