I want to use the "common enemy" approach too much?

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8
Hey guys,

You know, when writing copy, I always seem to lean towards using the common enemy approach.

You might refer to it as "throwing rocks at the enemy", or something similar.

Is this a bad thing?

I am aware of the several different classic arguments, but I just find the "you and me verses the enemy" approach to give me more leverage...

...in that, I can use controversy, curiosity, anger and frustration so much more easily.

But I feel I shouldn't tie myself down too much. I am always trying to be diverse, open and adaptable. I guess it's the same as painters who like to use different brushes and canvasses.

Obviously, I know when the "us vs them" approach is not appropriate, but as I do a lot of work for marketers, it remains an approach I use quite often.

What do you think?

Do you find you lean towards a certain sales argument more often than others?
#copywriting #approach #common enemy
    • [ 3 ] Thanks
  • Thanks Rick, and yes, I agree.

    Also, I've used some of those 7 too. I find reciprocity and fear good motivators too, although they are are pretty broad umbrella themes.

    And one I've played with a lot more over the past year is reciprocity through credibility...educating, teaching, informing to show your credentials and authority, and to instigate the reciprocity in the reader...

    ...can't go far wrong with that combo.
  • I love the common enemy approach. I think it's fun, it dramatizes
    dull subjects. It gives the prospect the chance to root for the
    underdog (himself). It lends itself to outrageous newsy or tabloid-style
    headlines. I prefer the enemy to be some looming, heartless
    institution like the FDA, "the industry", the government, the
    wall-street pirates, and so forth.
    • [1] reply
    • Yep, I agree. I guess those reasons are why I always gravitate towards it too.

      I just love the "They've been lying to you", or "You've been duped" breakouts...it's an instant punch to the gut, and immediately creates that controversy.

      Heck, I guess the bottom line is, if the hole is square, I'll drop a square block in it.
      • [1] reply
  • Nick,

    The "common enemy" approach is a beautiful thing. I'm very much an advocate for it. I think that, before you worry TOO much about the angle you're taking to approach your audience, worry about addressing their concerns and why they need your product/ service in the first place. Once you've figured out what moves them, bust out the salt, rub it in the wound, THEN bring out the band-aids.

    As long as you solve a problem for them, the rest generally finds its place. If you feel like you should bust out the "us vs. them" angle, do it. I don't think it's something you can overuse.

    ~Renee
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