Will: I start calling out the real enemy. And I put myself on their side. So, this is again from traditional copywriting, where it’s your calling out a common enemy. But it’s really explaining to them and taking the pressure off them, saying, hey, it wasn’t your fault that it didn’t work. In fact, for 99% of people, it doesn’t work. And here’s why, right? Here’s someone who’s telling you the wrong thing. Or giving the wrong information is leading you to fail.
So in a way, it makes our readers feel a sense of relief. Like, wow, someone gets it that it’s not my fault. I’m not, you know, XYZ. It’s not that I am not capable. It’s just that I was given the wrong information.
James: They might also get angry, another emotion, like the odds are stacked against you. They’re like, woah, this sucks. How dare they? You know, they want to rise out of that. That’s a really strong emotion.
Will: Exactly. And you know, just as an example, in the online space, the way that I like to play this one is pointing out a little bit gurus that make it look a little bit too easy. And again, it just makes people think, yeah, you’re right. You’re right. And I’m so glad that you’ve told me the truth. So by pointing out who the real enemy is, we’ve positioned ourselves as a friend and a companion and a trusted advisor, and why the real enemy has led them to not climb the mountain.
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