Technique: Appeal to the listener's deepest fears and most irrational hopes while playing to their most simplistic beliefs. Arouse fear of what might happen if your preferred course of action is not followed. (p.59 age of prop). Threaten the audience with dire consequences if a certain course of action is not followed and then provide them with that course of action. Directly relate your opponent’s position with the feared outcome. Research shows that the more frightened a person becomes as a result of some information, the more likely they are to take a preventative action. Remember that your opponent creates fear. You offer relief. Not only should you associate your opponents policies with a dreaded outcome, but also remind them that if they go with his position (or at least don’t go against it), there will be nothing they can do to prevent the threatening situation. In summary, instill fear. Connect that fear to your opponent's position, remind them that, with him, there is no hope. Provide specific, simple and clear instructions regarding the actions that should be taken to find relief. Fear distracts and motivates the frightened to seek relief from that fear.(Ex p 214 Age of Prop)