Why Your Content Needs an Enemy
If you want to attract an audience, throw rocks at someone!
“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.” ~ Blair Warren
That one sentence packs so much marketing power that ignoring it would be a mistake. Especially the last part. Every brand needs an enemy.
If you’re growing a newsletter, you need an enemy too.
Energizer had Duracell.
Coke had Pepsi.
Populist politicians have fake news and the deep state.
It’s a classic US versus THEM narrative, and if you’re not using it in your marketing, your competitors will crush you into the ground.
Alex Hormozi is a Bad Man
Not really.
Alex is an exceptional marketer.
His first book is a must-read for any solopreneur who is building an offer-based business.
But – for my purpose – people like Alex Hormozi and Gary Vee are the antithesis of everything I stand for.
I’m married with three rambunctious little boys who demand attention every waking second of the day.
Even in the middle of the night, it’s not unusual for one of them to arrive at the foot of our bed in tears because of a bad dream or growing pains.
I don’t have time to hustle.
Hustling sounds dreadful.
I’d rather be kicked in the nuts and have my teeth extracted with a pair of pliers by a CIA operative who mistakenly thinks I’m a Russian sleeper agent.
My newsletter business takes only 1–2 hours a day to run.
If it took longer, it wouldn’t exist.
I’m not “hustling” anywhere except to bed at the end of the evening.
So, when I see Alex Hormozi post videos like this…
Hustle culture becomes my enemy.
Listen…
If you want to kill yourself in your 20s so you can have kids in your 30s and enjoy life in your 40s and beyond – fantastic.
But don’t deny the best parts of human existence because some social media guru is enjoying his popularity and success.
Choose your role models carefully. Choose your enemies the same way.
Embrace Your Values
When you know what you stand FOR, you can easily determine what you stand AGAINST.
A fitness brand might choose the obesity epidemic as its big enemy.
A mindfulness brand might choose social media and cheap dopamine.
Whatever enemy you choose, throw rocks at them mercilessly and often. Let your audience know who you are NOT just as often as you let them know who you ARE.
If you want people to join your newsletter, you have to give them a reason.
Most people make the mistake of thinking that means something like a free video, email course, or complementary PDF.
Don’t get me wrong…
Lead magnets are good.
They can attract people to your list.
But personality, values, and strong messaging are what will make them stick around. When you create a good enemy, it makes your audience loyal.
So what are you waiting for?
Pick up a rock and throw it.
About The Author
My name is Evan. I’m a happily married father of three boys who likes to drink black coffee and read Jack Reacher novels. I also love everything about newsletters!
