How having a common enemy can skyrocket your sales...and votes

The last few weeks have been interesting watching the goings on in American politics.

Here you had, Trump at 78, standing as the oldest nominee on the ballot sheet in US history.

He was convicted a convicted felon on 34 counts of business fraud.

And came across as bat-shit crazy in his bizarre podium monologues ranting at enemies real and imagined. 

But with seemingly a massive uphill battle in front of him, Trump won the election by a significant margin.

From an outsider's point of view, it all seemed very odd.

Here was a guy with little positive to say about anything.

Denigrating large swathes of the population.

With policies that most economists say will have a massive negative impact on the economy.

So how did he do it?

Simple…

He created a simple “us vs them” narrative around complex issues.

Positioned himself as an outsider fighting the good fight against these common enemies. 

And perhaps most effective of all, spoke in simple terms about complex problems.

All of which is a great lesson for how you can up your marketing game.

Trump showed the electorate what he “stood” for and what he stood against…and you need to do this too.

You need to create those common enemies that you and your audience share.

Then you need to hit these in ALL your marketing channels.

A running coach might be - 

Against cookie-cutter “Runner’s World” training plans that ignore individual needs or an over-dependence on expensive gear.

Or if you worked with guys in their 40s with kids these might be -

Time-consuming gym routines that ignore family reality and extreme diets that make you the weird dad at family dinners.

But whatever it is you need to create that common enemy and talk about them/it.

Don’t get me wrong, this doesn’t need to be in every email or social post but do hit them regularly.

Do this and I assure you that you will stand out from the crowd.

Later 

Colin