- Find out what worries people (fairly easy as we all have worries) something like health or our income.
- Make it specific. So not just health, but something like "If I fall ill, will I be looked after? Will I even get better?"
- Now take a (not necessarily a related) matter that you would like to promote. Oh, let's say...Europe. And, maybe add in another (again, not necessarily related fear or matter).
- Now nail them together in a statement that implies causation without explicitly linking them.
- And stir.
See my other blog at www.pleasewalkonthegrass.com and this especially on a Marketing Illusion.