Do you remember the good ol’ days when your accountant was a steady hand on the tiller, quietly finding and sorting out any issues while you went about your business? Those were simpler times. But somewhere along the way, things took a turn. Today, companies seem to be following a different playbook, one where fear, stress, and worry are the main tools of their trade.
The other day, a business owner I know, let’s call him “Jo” received an email with a cheerful “Hi Jo!” followed by a sentence that could make even the most seasoned business owner break into a cold sweat: “We noticed your company has a negative credit record, and we’d like to help you… blah blah blah.” Oh, the audacity! Jjust an immediate assumption that your business is on the brink of disaster. Nothing says “I care about your business” like making it sound like it’s about to collapse. But, of course, they’ve got the solution! They’ll sell you their “credit report services”, for a fee, naturally.
This tactic isn’t just confined to credit agencies. It’s become a pattern across industries. From insurance brokers to health and safety consultants, many businesses have jumped on the fear-mongering bandwagon. It’s not about providing value, it’s about scaring you into paying for something you might not even need. The strategy is simple: “Here’s a potential problem we’ve discovered (which you didn’t ask for and may not even exist), and here’s how we can solve it for you, for a price.”
It’s not just bad for business; it’s bad for mental health too. Running a business is stressful enough without adding manufactured problems into the mix. There’s a fine line between being informed and being intimidated, and it seems like some companies are blurring that line on purpose.
There’s a reason we used to have actual professionals, like accountants and advisors, who would take the time to assess a situation and offer solutions without panic-inducing ultimatums. When your accountant called you with an issue, it was usually with a solution in hand. Nowadays, though, the first thing some so-called “consultants” do is raise alarms: “Oh, we’ve spotted something bad… your accounts might be off… there’s a compliance issue lurking… you need to fix this NOW!” And just like that, you’re filled with dread, even though you have no idea if the problem is as big as they say.
The result? You feel pressured into hiring someone to solve a problem that may not exist, or worse, one that could have been easily fixed without all the drama. It’s a marketing tactic that relies heavily on anxiety. After all, if you’re worried about your business’s wellbeing, you’ll likely reach out to someone who can “help.”
Why do companies use fear? Because it works. The psychology of fear is a powerful thing. When you’re worried about something, anything, really, you’re more likely to make rash decisions. Fear of making a mistake or missing something critical leads us to seek out help quickly, often from the very people who sowed the fear in the first place.
It’s a classic case of problem, reaction, solution. They create the problem, you react by feeling anxious or stressed, and they offer the solution. It’s not so much about fixing problems, but rather creating them in the first place.
Thankfully, not all businesses operate in this fear-driven way. More and more companies are focusing on transparent, honest communication and building trust with their clients. Rather than pushing panic buttons, they focus on providing value, education, and long-term partnerships that don’t require constant hand-wringing.
For example, there are plenty of small accounting firms that offer proactive advice without turning every meeting into an emergency. And there are other consultancy firms that work collaboratively with their clients, guiding them through issues step by step, without resorting to scare tactics. These businesses are proving that fear doesn’t need to be a part of the equation to deliver real, lasting results.
Using fear to get business is not only ethically dubious, but it’s also a downright stinky approach and I mean jolly stinky. Sure, it might bring in clients in the short term, but it’s also a surefire way to breed mistrust and stress. As business owners, we need to be aware of this tactic when we see it and reject the notion that panic is the key to success.
Instead, let’s work with professionals who focus on solutions, not scare tactics. After all, we’ve got enough to worry about already, we don’t need anyone else adding to the pile.
Photo by Tonik
