Politics, economics, and religion have been playing this game for centuries. Advertising and PR are relatively recent newcomers, but operating in the same space. If you want to know how it's done, look at how the experts do it.
In outline you create the simplest possible narratives with a strong emotional kick - preferably one that induces anxiety in the receiver, and/or blames an outgroup for all the bad things that are happening.
Then you can sell yourself as the solution to the anxiety and fear.
The narrative itself can be nonsense. It needs a certain superficial narrative coherence, but that's all.
In outline you create the simplest possible narratives with a strong emotional kick - preferably one that induces anxiety in the receiver, and/or blames an outgroup for all the bad things that are happening.
Then you can sell yourself as the solution to the anxiety and fear.
The narrative itself can be nonsense. It needs a certain superficial narrative coherence, but that's all.