4/16/12

Fear was today's topic. How can you use fear to sell? We touched on: the 4-part fear appeal, emphasize the negative, strengthen the fear appeal and personalize the message. The 4-part fear appeal discusses: introduce the threat, demonstrate that the audience is at risk, introduce the solution, show the audience they can perform the solution. Also, we discussed keys to strength and peronalizing. For strength: serious (likely to happen), many references, vivid word pictures. For personalization: refer often to your audience's chances, personalize ("you"), emphasize commonality.