To readers moving in the right direction, position messages in their best interest
 | Position information in the readers’ best interest It’s all about you: The topic is never the topic. The reader is always the topic. |
 | So, accentuate the negative Don’t be afraid of scare tactics: Negative messages work, according to a meta analysis of 100 studies and 50 years of research on fear appeals by Kim Witte and Mike Allen. |
 | Make ’em sick, make ’em well & more How can you move people to act? These scientific principles of persuasion have been proven in the lab to work. |
 | What writers & others say “Is the juice worth the squeeze?” — Allison Harmon Lane, external communications, SAS Institute Inc. |
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