So, accentuate the negative
Why fear appeals? | |
 | Don’t be afraid of fear appeals Why accentuate the negative? Better sorry than safe? Arousing fear can be more effective than promising rewards at moving people to act. |
How to write fear appeals | |
 | Avoid losing readers in these hot spots They can’t heeear you! Arousing fear can backfire if you don’t offer a simple way to reduce risk. This four-part model overcomes that obstacle to move readers to act. |
More on fear appeals | |
 | What writers & others say “You can’t underestimate the power of fear.” — Patricia Nixon, former American first lady |