4/16/12

Fear
Sometimes fear is used to sell a product. There is a four-part fear appeal that involves 1) introduce the threat 2) demonstrate that the audience is at risk 3) introduce the solution 4) show the audience they can perform the solution. Using fear can help us to sell a message or a product, but should not be used too often or the threat loses its believability.
To strengthen the fear you must make the audience think 1) it is serious or likely to happen 2) refer to it often 3) use vivid word pictures. Also, you should try personalizing the message. To do this 1) refer often to the audience's chances 2) personalize by saying "you" 3) emphasize the commonality.