A couple of thoughts
1. Most people attempt to ease turbulence anxiety by underscoring how strong the plane is, how safe it is to fly. But it's the feeling of my stomach dropping that I dread much like when on a roller coaster or curvy mountain road. Disequilibrium is extremely uncomfortable; some say it may be caused by an inner ear issue.
2. Why do pilots feel the need to tell passengers that turbulence is expected later in the flight or when landing? I rather know a few minutes beforehand and start worrying then. If they tell me right after takeoff then I'm needlessly anxious for a long time. I purposely crank up my iPod and try not to listen to the pilot's first message.