In this blog post, I’ll let you in on a powerful marketing strategy that I think you need to be aware of as a seller, internet marketer, buyer, citizen; you name it! This “technique” can be use to persuade people to buy from you, and it is also being used to get you to buy from other people. So needless to say, this is something that I believe you need to know. I’ve dived deep into learning this marketing strategy lately but I’ve known it subconsciously for a long time, and I think you have too. It has been used all throughout history by different groups and powerful men and women. Okay, so what is it?
Use The Knowledge About This Marketing Strategy To First and Foremost Become Aware
This marketing strategy is a storyline that is called “us versus them.” It’s being implemented by religions, countries, companies and different organizations. Now, I want to offer you one word of caution if this information is new to you. You want to use this marketing strategy for good. My primary goal with this blog post is to help you to be aware of the “us versus them” storyline when you’re buying things. You’d be amazed if you knew how many times this storyline is being used to get you to buy things that you might not need.
But of course, you can use this information in your marketing as well. Let’s say you’re publishing books. Using the “us versus them” storyline in your book description will probably help you to persuade the reader into buying your book. But don’t use the “us versus them” storyline to alienate a person or organization specifically. This blog post is not out to help you to propagate any ill will, hate or bad feelings towards any particular group of individuals. That’s not cool, so I will show you how to use this storyline the “right” way.
Reason #1 To Why This Storyline Works
There are a few reasons to why the “us versus them” storyline works, and it has to do with human psychology. First and foremost, people like to be included in a group. This need to be a part of something is deeply rooted in humans. For example, let’s go back to when humans were hunters. Being outcasted from the tribe could mean that you’d die. But hey, that’s not the truth now? No, it’s not, but the fear of not being a part of the group is still present in most humans. The need to be a part of something is best illustrated by religion, military movements and politics. If you’re not with them, you’re against them.
Reason #2 To Why This Storyline Works
The number two reason to why this storyline works is because most people love to blame their problems on someone else:
- “It’s not my fault that I don’t have a job, it’s the global elite that is ruining the economy.”
- “It’s not my fault that my children are not well behaved, it’s these damn doctors that can’t prescribe proper medication.”
- “I’m not to blame for my health problems; it’s the cigarette manufacturers fault for making me addicted.”
- It’s not my fault for not making money online; these hyphy gurus are to blame. They just want to mislead me.
- And so on…
Reason #3 To Why This Storyline Works
By focusing on “them,” it creates a bond between “us”. The extreme example would be people that are a part of a cult. Let’s take the example of Jonestown which was the name of a project created by a religious organization called Peoples Temple. It is said to be the biggest suicide massacre that has ever happened, and over 900 people died as a result of Jonestown. If we dig a little bit deeper, we can see that the creator of Peoples Temple was Jim Jones. The persecution that the communists received in the U.S embittered him. It’s clearly an “us versus them” dynamic behind Jonestown. If people are persuaded, they don’t want to be a part of “them”. The reason is that if the follower is not part of “them”, it makes the believer of the cult feel credible.
I know that these reasons are a bit irrational but hey, where known for making irrational decisions. I recommend that you read a book from the Nobel Memorial Prize in Economics winner Daniel Kahneman. He wrote a book called Thinking Fast and Slow that explains a lot of the cognitive biases that we humans have. Let’s dive a little bit deeper to see how this is being used to sell stuff to us and how you can use it yourself.
How People With Make Money Online Courses Is Using This Marketing Strategy To Sell Stuff Right Now
As stated above, we make irrational decisions, and our mind will sometimes draw some wacky conclusion. The formula for the “us versus them” dynamic is based on a stereotypical blueprint called A-B=C and A+B=C. Let me illustrate how this might work in the make money online niche. We begin by looking at A-B=C. Let’s say a person called Mike is creating a sales video for his course with the help of the “us versus them” storyline.
(A) Mike states the following in his sales video where he is showing his face: “make money online gurus that are lying are afraid to show their faces.”
(B) The person watching the video will see that Mike is not afraid to show his face.
(C) Furthermore, the conclusion that the person watching will draw is that Mike is not a lying make money online guru.
Do you see how this works? I mean Mike is not saying that he’s not a liar. As far as we know, he might be the biggest liar in the industry. Completely irrational but I promise you that you can find a lot of similar examples if you look. Let’s go over A+B=C as well.
(A) Mike is doing drop shipping.
(B) Mike is driving a Ferrari.
(C) Therefore, I can drive a Ferrari if I start with drop shipping.
This example was perhaps a little bit over-exaggerated, but still, I hope you see the irrational conclusions.
One More Example
I hope you ‘re starting to see how the “us versus them” storyline works. I had a little bit of a problem to understand the A+B=C and A-B=C formula at first. Let’s take one more real life example so we won’t forget this marketing strategy. Please know that I’m by no mean implying that something is right or wrong. This storyline is being used for good as well as for evil. Perhaps some of the people are using this storyline unconsciously as well. This blog post is only here to shine a light on the fact that this is a robust marketing strategy that we need to be aware of in all areas of our life. Okay, let’s see how the “us versus them” could be used by a company that is selling natural remedies.
They could state things like “the pharmaceutical industry are only giving you temporary solutions that will make you sicker in the long run. They want you to be addicted to their medications because they only want your money.”
That statement could make a prospective buyer come up with the conclusion that the company that is selling natural remedies do not only want money. They care about you and will give you a long-term solution which is what you want. But they never stated that, did they? No, you made that conclusion. Professional marketers and salespersons understand that the best way to get you to buy something is not by forcing you to say yes. They want you to come up with that conclusion yourself because now you’ll rationalize and defend your buying decision.
This Product, Service, Religion, Political Party, etc. Is Not For Everybody
Have you ever seen descriptions of products where they use this headline?
Who Is This Product Not For
And then they go on to list reasons like:
- People who want an unhealthy relationship.
- Individuals who want to work in a job that they hate.
- Someone who doesn’t want big muscles.
- And so on.
These statements make us think that most other products and services will give us the unwanted results, so we better stop looking somewhere else. I know, it’s weird. Let’s go deeper.
It’s laughable how many times secrets are being used in marketing. But there is no doubt that they work. Here are some examples of how secrets are being used to create an “us versus them” dynamic:
- Join this make money online course and I’ll let you in on some secrets that hyphy gurus (they) don’t want you to know about.
- Buy this book called “The secret” and I’ll let you know the secret that has been hidden from us by rich people (them) throughout all of history.
- And so on.
A marketing story might go something like this:
I found a secret that THEY don’t want us to know about. The secret that I found proves that your problem is not your fault, it’s THEIR fault. I’m not telling you this secret to make money; I’m doing it because I want you to join “US” and prevail. Buy now to become one of “US” and if you do not THEY will make it, so you lose.
Key Takeaways Of This Powerful Marketing Strategy
- Use the “us versus them” storyline for good.
- Furthermore, this marketing strategy has been used all throughout history and is still being employed in politics, business, religion, etc.
- Using “us versus them” relieves guilt, “It’s not your fault, it’s their fault”.
- The storyline creates separation and bonds the group, “If you’re not with us, you’re against us”.
- This storyline can imply that “they benefit from our suffering” (pharmaceutical example).
- This marketing strategy will create a sense that “we’re all in this together.”
- The “us versus them” storyline uses secrets that THEY don’t want us to know.
Thank you for reading, if you enjoyed this blog post, I’d appreciate if you shared it. We need to let more people in on this SECRET that THEY don’t want you to know about. Have a great day!