I’m scared to write this…
Lol.
I’ve never written in a style that includes fear. Coming from academic and business writing backgrounds, the use of fear is usually not present. Factuality and optimism (aka ‘spin’) have been my stock in trade.
I can see how the use of fear could be a great motivator if done well; equally, I can see the use of fear resulting in the exact opposite of the thought and behaviour desired in the viewer. Or even worse, apathy in the viewer. They just tune the message out and don’t attend to it more than once. Once. They certainly never amplify the message through word-of-mouth or sharing on the socials.
I have some interesting reading to do if I am to be a better business communicator.