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I usually take one of 2 tacks: insurance, or common disasters in an area.
For insurance I’ll ask them if they have car insurance and fire insurance. Then ask them why they don’t think they need food insurance? Having two weeks of extra food means you don’t have to go out in dangerous weather or risk going hungry. And if they have room to store more, they can buy on sale and have enough to wait until the next sale (I use this tactic when folks have seen my basement storage.) 😉
For local disasters in the Northeast, I’ll talk about Hurricanes, Blizzards, and Ice storms. Down in Texas, I talked about Hurricanes and water storage.
The key is keeping everything targeted at local issues and leave zombies, nuclear war and EMP threats until after you’ve got them hooked on prepping (or at least not actively opposing your efforts!) Soft selling relatives on the idea of basic prepping will go a long way to not being seen as the crazy person in the family.
Of course if you don’t like your relatives, give them a copy of the movie Contagion to watch and mention how its so sad that over 100 kids have died from the flu this year. And if you really hate them, give then a copy of the BBC movie Threads. If they watch it, they’ll have nightmares if they have any imagination at all…but any chance of a soft sell on prepping will be right out the window. 😛