Make the reader/listener recognize that they are vulnerable to a threat. . 'Nearly 30% of all homes are susceptible to a termite infestation'. . Let the reader know since they are vulnerable, they should do something to reduce their vulnerability. 'Since nobody wants termites, you should do something to protect yourself'. . Inform the reader of a specific call to action that protects them from the risk. 'We offer a complete home package that will ENSURE your protection against termites'. . Challenge people to take this specific action. 'Call us today to schedule your home treatment'. . Fear is salt in the recipe. We do not need to overuse fear, just a pinch will do. . Too many warnings about imminent doom will turn readers off. Messages containing moderate amounts of fear rousing content are most effective in causing attitudinal change. What negative consequences are we helping our customer avoid?. Define the mistakes that will help our customer defeat failure. This will dramatically convince them to want to do business with our company. This will drive them to learn more about the features that we offer to help them overcome their problems.