Scott Berry, founder of MarketCrest and host of the Immigration Nation Podcast, was recently featured on eImmigration for his article “Hope vs. Fear: The Psychology of Marketing Immigration Firms.” In the in-depth Q&A, Scott discusses how emotional tone shapes an immigration firm’s brand—and how intentional, hope-based messaging can lead to more sustainable growth.
After years working inside immigration law firms as a fractional CMO, Scott has seen a clear pattern: many practices rely on fear-based marketing to drive engagement. “When firms start every video with ‘breaking news’ or references to raids and arrests, that’s fear-based messaging,” Scott explained. “It works in the short term, but it also attracts anxious clients and creates a stressful business model.”
Instead, Scott advocates for a hope-based marketing approach—one that emphasizes optimism, calm, and empowerment. He describes it as “the rarest form of marketing” because it’s rooted in genuine belief and authenticity. Hope-based messaging, he notes, positions the firm as a trusted guide rather than a crisis manager, helping clients envision a positive future.
Scott also offers actionable steps for law firm owners:
- Audit your current content to identify fear-based patterns.
- Refine your brand voice to align with your firm’s mission and personality.
- Lead with clarity and confidence, not chaos or urgency.
He predicts that firms who build messaging around clarity and compassion will stand out in an increasingly competitive market. “Be intentional and never blend in,” he says. “Decide who you are—and message the heck out of that.”
Read the full eImmigration feature:
Hope vs. Fear: The Psychology of Marketing Immigration Firms
