Putting it in terms I’ve seen used in sales training, people proactively respond to fear rather than personal betterment. From a sales perspective it becomes p

Putting it in terms I’ve seen used in sales training, people proactively respond to fear rather than personal betterment. From a sales perspective it becomes phrasing: “This will cost you $5,000 over the next 3 years if you don’t buy.” Vs “You will save $5,000...” People purchase something like 60% more often when using the fear inducing “cost you” phrasing. From a political standpoint, everything is driven by creating fear of the other party. Did you know that Republicans are all racist bigots who want you to be poor? Did you know that Democrats are all lazy, naive communists who want to control everyone’s lives and will bankrupt the entire country while taking away your guns so you can’t protect your family? Did you know Libertarians are all anarchists who want complete every man for himself chaos with no roads? It’s always “fear of other” marketing.