Understand Your Buyer > How to Engage > The Common Enemy Effect
What is it?
When two sides both “hate” the same thing, they share a “common enemy” despite what other differences they may have.
Why does it work?
It works because sharing anything – but particularly an enemy – bonds us. Having something in common doesn’t always have to be a positive thing – we might not like the same things, but if we hate the same things it can bring us together.
How can you use it?
Whatever problem your product or service solves, make THAT problem your “common enemy”. Talk negatively about it and focus on its elimination to increase engagement.
How can you show your client you share their enemy and want to support them in waging war against it?
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