What’s at stake for the hero? Answers the so what? Question. Where’s the mayhem? Mayhem is always in contrast to a peaceful life that everyone craves. If we can properly personify the mayhem of not using Twos, it will drive people to our website and other social media to potentially avoid said mayhem. Features the potential pit falls of not doing business with us. Opens a storyloop and closes it all in the same campaign. If there are no stakes, there is no story. Emphasize potential loss . People hate losing $100 more than making $100. Loss aversion may be a better trigger to use your product then a potential gain. How do we use messages from the failure category in order to use them in our marketing campaign? Use the fear appeal..