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

6 replies
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?
#approach #common enemy
  • Profile picture of the author RickDuris
    Hi Nick,

    From my perspective, there are two answers to your question.


    1. If it works consistently for you, and you're familiar with it, why not use it?


    2. Sometimes it helps to brainstorm other strategies that may work just as well. As you already know there are a number of different premises.


    And I'm sure it would probably be a valuable contribution, if we could all post different ones which we know work effectively for us.


    - Rick Duris


    PS: I'll post mine now...


    1. I like to use the "trusted advisor" approach. Looking out for my customers best interest. Jay Abraham is a master at this.


    2. I also rely on "imminent danger." Clayton Makepeace's work oozes with this.


    3. I also use "love letters." I encourage Clients at times to write a love letter to their customers. Joe Karbo, Drew Kaplan and Gary Halbert were masters at this.


    4. "I have a confession to make..."


    5. "Shock and Awe"/"This will Rock Your World"
    and you need to know about it.

    6. "Human Interest." A common problem or situation or challenge which you and your readers share and describing how you overcome.

    7. Rave review.

    Those are ones which immediately come to mind. Maybe folks here have others which work well for them.
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  • Profile picture of the author Nick Brighton
    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.
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  • Profile picture of the author Loren Woirhaye
    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.
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    • Profile picture of the author Nick Brighton
      Originally Posted by Loren Woirhaye View Post

      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.
      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.
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      • Profile picture of the author RickDuris
        Jay also invented the "marketing test" approach as well as the "Let me got this off my chest before I explode" approach.

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  • Profile picture of the author MillionDollarCopy
    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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