FEAR as a way to SELL

1. Story
2. Language
3. Sell

• Selling the benefit of the change.

F-EAR

• Fear is a good device for change. I.e., insurance, soap, Presidents...
• 4 part fear appeal 
• Emphasize the negative. 
• Strengthen the fear of appeal.
• Personalize the message. 

1. Introduce the threat- stronger the threat or “hey, you!” the more you get their attention. 
2. Demonstrate that the audience is at risk- decision is made by reader (does this apply to me)
3. Introduce the solution- has to be workable... How it will work?, how it will work?, when will it work?
4. Show the audience that they can preform the solution. 

How to strengthen the appeal

1. Convince them that it is serious- because its likely to happen. 
2. Make many references
3. Vivid word pictures- describe what it will do to you- use concrete word pictures. 
4. Personalize the message-
1. Reference often to your audience chances... Give them numbers. Odd numbers. 
2. Personalize- say “you” stand a greater chance...
3. Emphasize the commonality 
4. Negative statements-