{"id":28887,"date":"2022-02-12T08:19:12","date_gmt":"2022-02-12T12:19:12","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=28887"},"modified":"2024-01-16T10:06:30","modified_gmt":"2024-01-16T14:06:30","slug":"appeal-to-fear","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/02\/appeal-to-fear\/","title":{"rendered":"How to appeal to fear"},"content":{"rendered":"<h2>Make \u2019em sick, make \u2019em well<\/h2>\n<p>Anger and anxiety are the No. 1 attribute of messages that get shared, found Jonah Berger and Katherine L. Milkman, two professors at the University of Pennsylvania.<\/p>\n<figure id=\"attachment_31757\" aria-describedby=\"caption-attachment-31757\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31757\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/persuasive-writing\/fear-appeals\/appeal-to-fear-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"appeal-to-fear\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Lead with the problem \u2026&lt;\/strong&gt; Follow up with the solution to appeal to readers\u2019 anger and anxiety. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/young-woman-painted-skull-on-her-2052471947&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by pixel-shot&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear.png\" alt=\"Appeal to fear\" title=\"Appeal to fear\" width=\"450\" height=\"300\" class=\"size-full wp-image-31757 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31757\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/persuasive-writing\/fear-appeals\/appeal-to-fear-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"appeal-to-fear\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Lead with the problem \u2026&lt;\/strong&gt; Follow up with the solution to appeal to readers\u2019 anger and anxiety. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/young-woman-painted-skull-on-her-2052471947&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by pixel-shot&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear.png\" alt=\"Appeal to fear\" title=\"Appeal to fear\" width=\"450\" height=\"300\" class=\"size-full wp-image-31757\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/03\/appeal-to-fear-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31757\" class=\"wp-caption-text\"><strong>Lead with the problem \u2026<\/strong> Follow up with the solution to appeal to readers\u2019 anger and anxiety. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/young-woman-painted-skull-on-her-2052471947\" rel=\"noopener\" target=\"_blank\"><em>Image by pixel-shot<\/em><\/a><\/figcaption><\/figure>\n<p>They reviewed some 7,000 articles that appeared in <em>The New York Times<\/em> to determine what distinguished pieces that made the most-mailed list.<\/p>\n<p>They found that <a href=\"https:\/\/www.wyliecomm.com\/2022\/02\/emotional-content\/\">anger is 34% more likely to go viral<\/a>. That\u2019s equivalent to spending an additional 2.9 hours as the lead story on NYTimes.com. And that\u2019s nearly four times the average number of hours articles spend in that position.<\/p>\n<p>That makes anger the No. 1 technique for getting your target audience to read your blog posts and pass them on.<\/p>\n<h3>Tap the anger advantage.<\/h3>\n<p>So how can you use that?<\/p>\n<p>Use a marketing technique called \u201cMake \u2019em sick, make \u2019em well.\u201d That is, lead with the problem that\u2019s making your target audience angry, follow up with your solution to their problem.<\/p>\n<p>As ad man David Ogilvy counseled, \u201cWhen you advertise fire extinguishers, open with the flames.\u201d<\/p>\n<p>Communicators are often too eager to rush in with the product, service or idea. After all, that\u2019s what we\u2019re selling. But first, show your audience members how bad life can get without your product, service or idea.<\/p>\n<p>Here\u2019s how it works, from a financial services campaign:<\/p>\n<h4><strong>Make \u2019em sick<\/strong><\/h4>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">If you\u2019re an individual trustee managing trust assets on your own \u2014 even if you\u2019re working with a professional investment adviser \u2014 you are personally responsible to the trust for the performance of its assets.<\/div>\n<h4><strong>Make \u2019em well<\/strong><\/h4>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">To protect yourself against a lawsuit and possible damages for poor performance, turn to ABC\u2019s XYZ service.<\/div>\n<h3>Lead with the problem.<\/h3>\n<p>Remember: Fire first, fire extinguisher second.<\/p>\n<div id='MMC-Persuasive' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-82\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training-mmc.png\" alt=\"Persuasive-writing workshop, a mini master class\" title=\"Persuasive-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Move readers to act with persuasive writing<\/h3>\r\n\t\r\n<p>Your readers are bombarded with the data equivalent of 174 newspapers \u2014 ads included \u2014 every day, according to a study by USC\u2019s Annenberg School for Communication.<\/p>\r\n\t\r\n<p>In this environment, how do you grab readers\u2019 attention and move them to act?<\/p>\r\n\t\r\n<p>Learn how to write more engaging, persuasive messages at our <a title=\"Persuasive-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>persuasive-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/persuasive-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Make \u2019em sick, make \u2019em well<\/p>\n","protected":false},"author":6,"featured_media":31757,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[488],"tags":[13032,326],"class_list":{"0":"post-28887","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fear-appeals","8":"tag-appeal","9":"tag-messages","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to appeal to fear<\/title>\n<meta name=\"description\" content=\"Lead with the problem \u2026 Follow up with the solution to appeal to 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