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Fear, Uncertainty and Doubt
Author: JB Howick, Townsend City Council, Ward 1

Fear, Uncertainty and Doubt

JB Howick

Townsend City Council, Ward 1

During this election season, I felt it would be valuable to explain a term I learned as a marketer: FUD. It means "Fear, Uncertainty and Doubt." During my career as an electrical engineer, I spent some time working as a technical marketing consultant. My teams and I worked with marketing and advertising professionals to create the messaging used to sell electronic design software. Part of the problem marketers and advertisers were (and still are) trying to solve is how to convince people just like you to buy a product. That product may solve a problem or meet a need. Or not. It might be the best solution to the problem. Or not. You might actually have a problem or a need. Or not. The goal of marketing is to convince you to buy the product and nothing more.

Does that sound familiar? It should, because elections are far too often just the same. The person up for election may or may not be the best person to solve a problem — assuming there really is a problem. They may or may not be interested in solving the problem — or even understanding the problem — but they do want your vote!

Here's where FUD comes into it. "Casting FUD" was the term my marketing mentors used to explain the most efficient way to convince people (marketers try not to say "manipulate people") that they need the product they're selling. Identify the damage they may experience to make them afraid, then explain how your product protects them. Identify the trouble they'll experience, then explain how your product will help them avoid it. Identify the weaknesses found in other products and then explain how your product can overcome them. FUD. Fear, uncertainty and doubt. Trigger any one or more of these emotions and people will often pay any price to no longer feel them.

What overcomes FUD? Knowledge. How does one obtain knowledge? By asking questions — preferably before forming an opinion. Government always requires wise compromise because there will never be enough money or time to solve all the problems. Good government requires people of good character because the solutions to problems won't always be popular. And above all, we need good communication, because how a decision was made is as important as the policy or action that came of the decision.

During this election season, I invite you to ask questions. If you read, see, or hear something that leads you to fear, to become uncertain, or to doubt, ask questions. Casting FUD is a time-tested method of manipulating you. Sometimes the issues and actions it's built upon are completely factual. Or not. If the answers to your questions increase your fear, uncertainty or doubt, ask for specific details, or ask someone else. The right people are those who can explain how to overcome the FUD cast by everyone else.