This is a 2 minute read.
A masked figure in black lurks in a cave. He embodies fear itself, striking terror into the hearts of thousands. He taps away on his keyboard, building fear with his choice of words.
It sounds like Batman, but it’s a copywriter doing some work for a client in security.
And I’m not sure why he’s wearing a mask.
As a copywriter with several clients in the security industry, I sometimes work hard to invoke fear. It’s a dark art – and perhaps a cheap tactic – but fear in copywriting is necessary for certain clients.
It’s a powerful technique. But is it right to feed a sense of threat in your readers?