Unfortunately, a common worldview is to be afraid. There are plenty of things to be afraid of. A broken dishwasher out of warranty. Anthrax. Allergies. Getting trapped inside of your car. The flu. Even sounding dumb at a cocktail party. While these fears are wildly different, they represent the very same reflex. If your worldview is about protecting yourself or your family, you’ll respond extremely well to an offer that’s framed in terms of your fear. No, this won’t appeal to everyone in a given marketplace. But those grappling with fear are unlikely to respond to anything else.
