People often deflect responsibility when things go wrong. Whether it’s blaming high taxes, the government, or big corporations, they tend to focus on external forces rather than internal habits like poor spending choices or lack of financial discipline. However, as a business or marketer, it’s crucial not to alienate potential customers by blaming them for their failures. Instead, focus on targeting the “common enemy” to create a shared sense of struggle and offer a solution that positions you as an ally.
This strategy is particularly effective in marketing. A headline like, “Free report reveals how to reclaim your hard-earned cash from the greedy tax man”, taps into a common frustration without making the customer feel attacked or inadequate. By positioning your message in a way that aligns you with your audience against an external challenge, you strengthen your bond with them and create a powerful call to action.
Why Do We Deflect Responsibility?
Before diving into marketing, it’s worth understanding why people blame external forces for their problems. Psychological principles like self-serving bias explain how we protect our egos by attributing negative outcomes to external factors rather than acknowledging our role in the situation.
This can be particularly evident in financial struggles, where people often blame high taxes, government policies, or corporate greed instead of looking at their spending habits or financial planning. While it’s true that external forces can play a role, focusing solely on them can keep individuals stuck in a cycle of frustration.
As a business, you don’t want to come off as preachy or judgmental by pointing this out. Instead, you can tap into their frustrations and present a solution by targeting the “enemy in common.”
Using the “Common Enemy” in Marketing
In marketing, the concept of a common enemy has long been a powerful tool. Whether it’s challenging the status quo, corporate greed, or bureaucratic inefficiencies, framing your message around a shared struggle gives your audience a reason to rally behind you.
How This Strategy Works:
Creates Empathy: By identifying an enemy that your target audience also feels threatened by, you instantly create a bond. You’re not just selling a product, you’re positioning yourself as an ally who understands their struggles.
Shifts the Blame: Instead of pointing fingers at your prospects for their financial habits or lack of discipline, you shift the blame to an external factor, allowing them to accept your solution without feeling attacked.
Increases Trust: People are more likely to trust a brand that speaks their language and acknowledges their pain points. By targeting the “enemy in common,” you build rapport and position yourself as someone who’s “on their side.”
Offers a Clear Solution: This strategy works particularly well when you offer a solution that seems to help fight the common enemy. The more specific and actionable your solution, the more credible your brand becomes.
Examples of Common Enemies in Different Industries
Financial Services:
“Don’t let the IRS take more than their fair share! Download our guide to find the tax deductions you’re missing.”Health & Fitness:
“The diet industry wants you to keep failing. Here’s how to break free and take control of your health once and for all.”Home Improvement:
“Stop paying outrageous fees to contractors. Learn how to tackle your home projects without the hidden costs.”E-commerce:
“Big brands want you to believe you need to spend more to get quality. Here’s how our product proves them wrong.”
Creating a Headline That Speaks to the Common Enemy
The headline is one of the most crucial parts of any marketing message. It needs to immediately grab attention, evoke emotion, and provide a hint of the solution to the problem at hand.
Using the “common enemy” strategy, your headline should reflect shared frustration while promising a way to overcome it.
Headline Examples:
- “Free Guide Reveals How to Keep More of Your Hard-Earned Money From the Greedy Tax Man”
- “Break Free From Corporate Greed: How to Shop Smart and Save Big”
- “The Government Doesn’t Want You to Know About These Tax Loopholes—Here’s How to Take Advantage of Them”
- “Tired of Overpriced Fitness Plans? Discover the Secrets the Industry Doesn’t Want You to Know”
Building a Solution Around the Common Enemy
Once you’ve drawn your audience in with a compelling headline, you need to deliver a solution that aligns with the problem you’ve highlighted. Whether it’s a product, a service, or information, the solution should feel like a natural response to the enemy you’ve called out.
For instance, if you’re selling a financial planning service, your message could go something like:
“We know taxes are a burden, and it feels like no matter what you do, the government takes more than their fair share. That’s why we’ve developed a financial toolkit designed to help people just like you reclaim more of your money without jumping through hoops.”
The key is to offer actionable advice or a product that makes your prospect feel empowered. By positioning your business as part of the solution rather than pointing fingers at the customer, you build trust and credibility.
Long-Term Benefits of Targeting a Common Enemy
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Increased Loyalty: When your customers see you as someone who’s fighting alongside them, they’re more likely to develop long-term loyalty. This loyalty translates into repeat business and word-of-mouth referrals.
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Deeper Emotional Connection: Aligning yourself with your audience’s frustrations deepens the emotional connection they feel toward your brand. This emotional bond is much stronger than the transactional relationship many businesses maintain.
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Reduced Customer Complaints: By addressing common pain points and showing that you understand their struggles, you’re less likely to deal with customer complaints. People will feel like they’re buying from someone who truly “gets” them, leading to a more satisfying experience.
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Stronger Brand Identity: Brands that take a stand against a common enemy often enjoy a more distinct brand identity. You’ll attract like-minded customers who resonate with your values, and over time, this can help differentiate you from competitors.
In today’s crowded marketplace, customers are bombarded with choices, and many are rightfully cautious. By adopting the “common enemy” strategy, you can cut through the noise and create a powerful bond with your audience. This approach lets you empathise with their frustrations, shift blame away from them, and offer a solution that feels tailor-made to their needs.
Remember, business isn’t just about selling a product, it’s about creating relationships and trust. Positioning yourself alongside your audience, rather than against them, can be the difference between a one-time sale and a lifelong customer.
