General
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Relieve Their Fears

Lesson 3

Millennials are afraid of a lot of things. Many of those things are not actually scary. In fact, many of the things Millennials fear are not even real.

That being said, when Millennials feel afraid, that feeling is real to them. And when they are in that mental state, it's difficult to concentrate.

And if their fears are in any way tied to your company, they will be looking for ways to escape your company to get away from the thing they're afraid of.

What is the absolute worst thing to say to a Millennial who is afraid?

"Don't be afraid."

That never works. Why?

Because it does nothing to address the fear.

You cannot just tell someone how to feel or not feel and expect them to immediately comply. That just doesn't work because they are not toddlers any more. 

But the fact that they have fears is a HUGE OPPORTUNITY for your company.

If you can actually help them relieve their fears, you'll put your company very powerfully into a very important place in their lives.​

The way to relieve their fears is to find out what the fears are and then offer support from the company.

One of the best strategies for relieving fears is to tell stories.

The format is simple.

It goes like this:

  1. I understand why you're feeling fearful.
  2. I (or someone else) once felt exactly that same way - just like you do now.
  3. And then I (they) discovered...<insert logical and emotional evidence here>.
  4. Now I (they) no longer have that fear and it is SUCH a relief!​

Millennials who know that they can come to your company to find relief from their fears (real or imagined) will be that much more loyally locked into your company.

Pen