The two primary motivators of human behavior are (1) to gain reward and (2) to avoid punishment. Naturally, both work well in copy when rendered correctly.
According to Professor Kim Witte, to use fear effectively, your copy must include 3 elements, in this order:
1. First, the threat has to be moderate or severe. Make it significant and vivid.
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3. Third, the reader must believe that preventative action implemented with your product or service is simple and easy.
Source: Copyblogger, 3/20/14