Blair Warren, a copywriting professional, explains the power of this trigger in more detail.
“People will do anything for those who encourage their dreams, justify their failures, calm their fears, confirm their suspicions, and help throw stones at their enemies.”
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In other words, you rekindle the connection with the customer, improve engagement and, naturally, boost your sales.
And, if you notice that your customers are distant from your business, continue reading this article and learn how to use the common enemy in your marketing strategies.
What is the common enemy mental trigger?
The common enemy mental trigger is a persuasion technique that creates an emotional connection with the customer through a pain that they have in common with your business.
This enemy can take on various personalities. In practice, it can be an institution, an individual or other elements that prevent the consumer from achieving their goals or that harm their operation.
By using the common enemy mental trigger with your customer, you improve engagement, boost sales and accelerate the consumer's decision-making process.
“Give me an example?” Of course!
In a campaign about data privacy, Itaú shows that preserving personal information is not enough. It is necessary to go further.
That is: making customers aware of the responsibilities that brands have regarding such data, after all, it shows who we are.
In this scenario, the incorrect use of data is a common enemy among consumers and organizations.
To disseminate this age and demonstrate that usa business fax list the institution does not use data illegally, Itaú brought the Privacy campaign to the market.
Watch the video below and check it out:
Other examples of common enemy mental triggers
Uber, in turn, chose the poor quality of public transport and the high price charged by taxis as the common enemy of customers.
Those who suffer or have suffered from these obstacles connect with the idea and join the brand, consuming its service and, above all, defending it.
In addition, it is worth remembering the “Quem Ama Bloqueia” campaign, launched by Oi around the year 2000.
During that period, the brand made significant criticisms of the main mobile telephony organizations in Brazil.
In other words, the company understood what its customers' needs were and stood by them against the practice of launching cell phones exclusive to just one operator.
This campaign was a success because the previous strategy prevented users from migrating between different providers.
Check out this video and remember the campaign:
How to use the common enemy mental trigger?
Applying the common enemy mental trigger involves developing three steps: knowing your persona, the customer's pain and the way your brand intends to help the consumer on this journey.
Below, you can check out each one of them. Stay tuned!
1- Study your persona
It may seem like a cliché, but there’s no way around this first step. After all, when you know your persona, it’s easier to understand how they communicate, what their habits are, where they are and, most importantly, what their challenges are.
Any sales campaign that is developed assertively starts at this stage, so it would be no different with this mental trigger.
2- Choose a common enemy with your client
What is the main obstacle in this scenario?
In general, these are the problems that companies usually face:
lack of clarity about the commercial process ;
lack of predictability in sales ;
spreadsheets with a multitude of numbers;
lack of data on sales performance and the sales team.
Do you notice that it is possible to apply different approaches to offer the same solution? You should also use creativity to your advantage when talking about your products and services.
To do this, it is essential that you are clear about the problems that your brand offers.
Suppose you sell a weight loss product, however, people believe that they have difficulty achieving this goal due to genetics.
So, when writing an ad for social media or a landing page, you can bring this element into the copy , building an incredible connection with the audience.
Got the idea?
3- Be an ally
A classic mistake is to use the common enemy mental trigger and not help your consumer solve this problem.
With that in mind, avoid focusing solely on powerful words and remember to present yourself as an ally with actions.
Therefore, show that you are active and genuinely concerned about making your consumer's company better and more effective. This should be the premise of any business, whether small, medium or large.
I already know what the common enemy mental trigger is, what now?
Well, now that you know more about the common enemy mental trigger, implement the guidelines above and boost your results.
