“The reason kids like rock ‘n roll is their parents don't.” – Mitch Miller, Born Jul. 4, 1911.
In people's minds, there are always some people they find detestable – People so alien and “other” that anything and everything about those perceived enemies is to be resisted.
Mitch's example are teenagers who only like noisy trash music because it perplexes the authority figures they oppose on principle, and many record business folks have made fat stacks of (mom and dad's) cash selling rebellious attitudes and imagery in this manner.
In politics, you see myriad examples as well. Paint an idea as the possession or creation of the “enemy” and it becomes a pariah to be avoided at all costs. And vice versa, people will adopt a candidate simply because their mutual enemies seem to hate them. The actual policy positions don't matter, as long as the “right” people are pissed off.
And that is the lesson here.
Your prospects/audience have some groups and individuals that they find to be anathema.
And you can use this to get your marks to adopt your choice of ideas, and even buy your choice of products, simply by indicating that these disliked groups and individuals will HATE it or be harmed by it.
It all comes down to our tribal biology – we need strong connections with our immediate peer group. We look for ways to define an “us” and the simplest is often to have a solid idea of who comprises “them, who are not us”.
So find or designate who “they” are and you can drive the behavior and beliefs of those who long to be one of “us”.
Get it? Of course you do. You're not like these other assholes. They probably hate that we know this secret… HA HA TOO BAD, ASSHOLES! You're not cool like us!
Or are you… One of them?!