There must be an enemy.
It’s a classic rule in persuasion.
Have you noticed how much this keeps playing out in politics these days?
As humans, we’re hard-wired to separate ourselves into us vs. them groups.
Your favorite team vs. your rival team … Democrats vs. Republicans … vegans vs. meat eaters …
Groups provide comfort and assurance. They remind you that you’re not alone -- you have shared beliefs.
So why not use this natural tendency to your advantage when marketing?
A common enemy is among the easiest ways to make someone feel like they’re part of your “group.”
The key is figuring out who or what is to blame for your ideal prospects’ frustrations. Even better if you can tie into their existing beliefs.
For instance, if you’re a small lending company, big-name banks could be your enemy. You might point out examples of excessive fees, hidden charges or deceptive sales practices.
If you’re a solo website designer, agencies and their long turnaround times, lack of communication and high costs could be your enemy.
I’ve worked on stock trading projects where market “insiders” with special access to early information were the enemy.
You get the idea?
If your company is seen as similar to your competitors, targeting an enemy -- especially if they have a higher industry profile -- can also help raise your position in your market.
The cosmetic brand Lush is a great example of this ...
They’re well-known for shining a light on the destructive impact of over-packaging used by larger competitors.
Crazy thing is, Lush has a “no advertising spend” policy.
This forces the now billion-dollar brand to rely heavily on user-generated content and in-store staff to push its messaging (which is a separate topic for another tips article).
So who or what is the cause of frustrations for your ideal prospect?
Once you have this answer, you’ve found your enemy.
Talk soon,
Tom Trush
Direct-Response Copywriter/Marketing Strategist
P.S. Whenever you’re ready, here are a couple ways I can help you:
1. Work one-on-one with you.
If you'd like to work directly with me to develop some marketing initiatives for your business, you have a few options. Just reply back and tell me a little about your business and what you'd like to work on together. I'll follow up with additional details.
2. Join my Marketing Multiplier case study group.
During this case study program, we go after specific marketing goals in your business over a 90-day period. We work together to implement strategies and test concepts to reach these goals. Along the way, we also look to uncover overlooked revenue within your existing outreach.