Selfish Messaging: Appeals to personal risk, gain, or status e.g.: “what will happen to you or your family.”
Selfish Messaging Details
To quote Alexander Hamilton:
Federalist No 1 - Paragraph 4
Candor will oblige us to admit that even such men may be actuated by upright intentions; and it cannot be doubted that much of the opposition which has made its appearance, or may hereafter make its appearance, will spring from sources, blameless at least, if not respectable—the honest errors of minds led astray by preconceived jealousies and fears.
Link to original
Ever since the founding of the United States of America, its been acknowledged that men (women) are easily made jealous, envious, and fearful. It is important to recognize the reality that you can’t simply ask people to reason their way to be more cooperative. Their needs and concerns must be addressed and made relevant. This can be made relevant in the positive such as “We will do this for you” and the negative “The other side is going to do X,Y,Z that will hurt you”.
Negative:
- “This can happen to you!”
- “This effects you, your family, your friends!” Positive:
- “You have X,Y,Z issue, and this is how we will help you.”