Let Your Enemies Sell For You

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Every great business stands for something. And sometimes, that means standing against something too.

Whether it’s an outdated way of doing things, a frustrating industry norm, or a common pain point your customers face, taking a clear stance makes your brand more relatable and memorable.

Today, we’ll show you how to position your business as the solution to a shared frustration, so your customers see you as their champion.

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Why Your Business Needs a Common Enemy (and How to Use It to Win)

What if I told you that one of the best ways to get sales isn’t about big ads or fancy websites?

It’s something much simpler, but super powerful.

The best brands know this secret: Find a problem people care about and stand against it.

Think about it:

• Apple stood against boring computers in its famous 1984 Super Bowl ad.

• Dollar Shave Club took on expensive razors and made shaving cheaper.

• Airbnb gave people a way to travel without paying high hotel prices.

This isn’t just for big companies. Small businesses can do this too. People like brands that stand for something, and fight against something.

What Problem Can You Solve?

Your “enemy” doesn’t have to be a person. It could be:

• A frustrating rule that makes life harder

• A system that doesn’t work well

• An inefficient process

Think about what bothers your customers the most. That’s what they want fixed.

How to Use This in Your Business

1. Talk about a problem your customers have.
   Example: “Are your emails getting lost in spam? Big email companies make it hard for small businesses to reach their customers.”

2. Show how your product helps.
   Example: “We made an Email Fix-It Guide to help small businesses send emails that don’t get lost.”

3. Tell a story.
   Example: “Sarah’s sales dropped because her emails weren’t being read. After using our tips, her emails got noticed again.”

Examples from Real Life

• Patagonia vs. Fast Fashion: Patagonia tells people to buy less and repair their clothes instead of wasting money on fast fashion. This makes customers love their brand.

• Slack vs. Email Overload: Slack helps teams talk easily without messy emails. People love it because it saves time.

• Notion vs. Too Many Apps: Notion gives people one place to take notes, make lists, and plan. It stops the headache of using too many tools.

This Isn’t About Being Mean, It’s About Bringing People Together

This isn’t about fighting or being rude. It’s about helping people with a real problem. You’re showing them a better way.

A Simple 3-Step Plan to Try This Now

1. Find a problem your customers deal with.

   • What slows them down or wastes their money?

2. Talk about it.

   • Be clear about what’s wrong and how you can help.

3. Show how you fix it.

   • Explain how your product or service makes things easier.

The Most Important Part? Be Honest.

People can tell when a brand is fake. Don’t make up a problem just to sell something. Find a real issue, talk about it, and be the one to fix it.

So ask yourself: What problem can I help my customers solve?

Find it, talk about it, and be their hero.

Want to see this trick in action? We’ll share more great examples next week.

Stay tuned! 🚀 

Cheers
The InBoXer Team

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