Why Your Marketing Needs a Villain
Is there a villain in your company’s marketing?
I am not talking about calling a person out directly, but what is the root cause of the customer’s problem?
Is it superficial deadlines in marketing campaigns, unethical salespeople, or AI coming to take their jobs?
In his book “The One Sentence Persuasion Course,” Blair Warren says:
People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.
One of the best examples is Allstate’s “Mayhem” character.
Mayhem allows the brand to discuss the often scary issues (villains) we tend to want to turn away from. Things the proper insurance coverage can support you through.
Each of their commercials has a different scenario but the underlying theme is “Mayhem” being the villain in their customers life.
Nothing brings people together like a common enemy (it sounds harsh, but it is true.)
Naturally, humans look for other people they share commonalities with, and when you can pair that up with a problem they are experiencing?
Identify the root cause of your customer’s problem and call it out, over and over again.
Create fuel fuel for the marketing fire.
Stay Curious,
Max
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