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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.