The difference between Love and Fear is a feeling - liken it to the difference between Full and Empty.
The child doesn’t walk to her father who just returned home from military service nor does she walk away from the scary dog running towards her.
And marketing is often about motivating people to run.
The mass email campaign with the 3% conversion rate we’re patting ourselves on the back for had a negative impact too. We just forgot to measure it. We couldn't. The people we needed to measure were running away.
Some of us want more than just sales.
Some of us want to make positive impact - every time.
Are we fulfilling people or emptying them out?
It’s a question important enough to ask when we create our content and our campaigns.