It is a matter of finding something what matters more to people than their own life to show that it is not simply a matter of survival (in that case life would be above everything). For some it is their children, for others ideas, for others religion, values, etc., even money, comfort, and the like, it is not always a good thing
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CON-ARTISTS hijack our natural motives.
(1) PROTECT YOUR SELF = PROTECT THE IDEAS OF YOUR LEADERS/RELIGION/PROPHETS
(2) PROTECT YOUR FAMILY = PROTECT YOUR FELLOW SOLDIERS/ZEALOTS/ORGANIZATION
(3) PROTECT YOUR PROPERTY = PROTECT THE SYMBOLS AND RELICS AND TERRITORY OF YOUR LEADERS/RELIGION/PROPHETS
For example, "i am second". LINK