Fear

We all know fear is a powerful thing. It can be a tool used for something good or bad and it can be a catalyst for change, positive or negative. Although it seems manipulative I know a gameplan for using fear... you just remember to use it carefully so it doesn't backfire.

The 4-Part Appeal for using fear is simple:
1. Introduce Threat        (Strong "Hey you!")
2. Demonstrate Risk      (Audience makes decision)
3. Offer Solution            (Must be simple and workable!!!)
4. Show Audience they can perform the solution.

Now, to strengthen your appeal:
1. Make Threat Serious   (Likely to happen)
2. Make References        (People love facts and statistics)
3. Paint Vivid Word Pictures!
4. Personalize                 (This will affect YOU!)
5. Don't forget to be Negative!