Common Enemy Effect

Understand Your Buyer > How To Engage > The Common Enemy Effect

What is it?

When two sides both “hate” the same thing, they share a “common enemy” despite what other differences they may have.

Why does it work?

It works because sharing anything – but particularly an enemy – bonds us. Having something in common doesn’t always have to be a positive thing – we might not like the same things, but if we hate the same things it can bring us together.



How can you use it?

Whatever problem your product or service solves, make THAT problem your “common enemy”. Talk negatively about it and focus on its elimination to increase engagement.

How can you show your client you share their enemy and want to support them in waging war against it?




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84 ways to reach, engage and convert people to buy using psychology, science and common sense.

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How people work – 18 factors that affect client behaviour.

Selling Communication Basics – 12 ways to communicate more clearly.

How to get attention – 18 ways to stand out and be noticed.

How to engage – 27 ways to engage potential buyers.

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