Dear Chase,
I'm writing to you from a remote location.
I have activated a VPN on this device, and I'm fearing for my safety.
As a copywriter, I've made a lot of enemies. But it's worth it.
And if your audience can stomach having people who want to get rid of you, this marketing technique is going to make you a lot of money.
This is one of the oldest marketing tricks in the book.
It's one of the greatest mechanisms you can utilize to:
- build trust
- create a need for your product
- strengthen an audience and a community
This mechanism is called the "common enemy".
The way this works is that you are uniting an audience against a person, thing, idea, etc
And you are positioning your product as a thing you can buy to take your power back from that common enemy.
This angle/mechanism exists everywhere, but you just haven't been paying attention.
Chase, I know both you and your audience HATE when I talk about Tate, but they need to understand that there is absolutely no moral inclusion with what I'm about to say.
And to be double and triple clear, this isn't Chase writing any of this section.
Look at him for what he's achieved on social media and with his online products—nothing else.
You know right away what I'm going to say if you've ever seen him online.
The common enemy he's identified is The Matrix.
The Matrix is an idea that he brought to life. It revolves around the fact that there are people beyond governments who are pulling strings, controlling people, manipulating their minds, and causing societal destruction.
The Matrix is responsible for your problems.
Everyone who disagrees with this statement is part of The Matrix.
If you want to escape The Matrix, you need to join Hustler's University and learn how to become a Top G so that nobody can control you anymore.
Like I said, no matter what you think of him (and I know what you think, Chase, you're not a fan of his), the positioning is great.
The reason The Matrix is such a great common enemy is because "they" are a handful of supremely powerful people, and they're harming the other 8 billion people that exist on the planet.
It's THE MOST common enemy.
A mistake that some people make with the whole "common enemy" angle is they make enemies out of people, ideas, or things that their audience actually likes.
Coke vs Pepsi.
Coke can't "common enemy" Pepsi because half the population loves Pepsi. There are people who like both.
Then you just alienate everyone else.
Or Guru 1 vs Guru 2.
You can't "common enemy" another person who could be potentially liked by more than half of your audience.
It has to be something or someone that everyone within your audience believes is fundamentally evil.
The #1 political strategy used in the last 10 years is "common enemy'ing" the other side.
Democrats unite against hating Trump because of XYZ.
Republicans unite against Joe Biden because of XYZ.
You are galvanizing your audience behind hating someone else, gaining trust with them, and using those emotions to achieve a result.
When you're doing this in your marketing, follow these steps:
- Unite your audience around something that they would all STRONGLY disagree with. The more powerful, the better.
- Dig into the fact that not only is this person, thing, or idea YOUR enemy, but you are THEIR enemy, too. This enemy is trying to harm you in some way.
- By purchasing your product, they are sending a message to the enemy, or solving a problem that the enemy is causing. It's the only way for your audience to take their power back.
If you can do this tastefully, you will sell a ton of products.
It's one of the strongest mechanisms in the world.
Capiche?
Yours truly,
Alex.
Sent from my underground bunker (the matrix is after me)
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