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terrorism is a strategy of weakness adopted by those who lack access to real power. At least in the past, terrorism worked by spreading fear rather than by causing significant material damage. Terrorists usually don't have the strength to defeat an army, occupy a country or destroy entire cities. Whereas in 2010 obesity and related illnesses killed about 3 million people, terrorists killed a total of 7,697 people across the globe, most of them in developing countries.25 For the average American or European, Coca-Cola poses a far deadlier threat than al-Qaeda.

We live in a fear-promoting society. It is the business of advertisers to stoke our anxieties about what we have, what we look like, and whether we are sexually adequate. A dissatisfied consumer is more apt to buy. Likewise, the purveyors of television news attempt to hold our interest by scaring us with stories of violent crime, natural disasters, threatening weather, and environmental hazards ("Is your water safe to drink? Details at eleven.").

sometimes some fear can be good. When you are afraid things are going to get worse if you don't do something, it can prompt you into action. But it is not good when you are so afraid that it keeps you from doing anything.

The fear you let build up in your mind is worse than the situation that actually exists.

Fear can be deeply persuasive. But not all fear-related persuasion is equal. To maximize your fear persuasion, follow these guidelines. A big fear is more persuasive than a small one. A personal fear is more persuasive than a generic national problem. A fear that you think about most often is stronger than one you rarely think about. A fear with a visual component is scarier than one without. A fear you have experienced firsthand (such as a crime) is scarier than a statistic.

The sons of the blacksmith are not frightened at sparks.