Copywriting Tip: Add A Villain To Your Copy

Aaron Hoos - Copywriting Tips

People need someone to blame. (For proof, refer to all social media interaction.)

When we have someone to blame, we feel better about ourselves and the group that we’re in, and we’re more willing to take action to…

  1. … make ourselves like our peer group
  2. … make ourselves different than our opponents

The simplest way to do this is to identify a villain in your copy. The villain could be just about anyone that your audience hates and would love to blame for their problems (even if the villain is not a specific person, and even if the villain is not actually responsible for your audience’s problems). For example…

  • Your reader’s customers or employees (if selling B2B)
  • Your readers’ competitors
  • Your competitors
  • Industry groups
  • More successful people
  • A younger version of your reader (be careful with this one!)
  • Generically, any negative attitude (laziness, stupidity, etc.)
  • Some other group that your audience loves to hate

(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.