Raymond Duke

Raymond Duke

October 15, 2022

So lately with what’s going on in the world, I can’t help but think about how tribal OUR species is.


Some people say we’ve always acted the same... and the only thing that’s changed is the clothes we wear and the technology we use. I can see the truth in this statement!


Anyway, one of the tribal-like traits we can’t seem to avoid is an “us vs. them” mentality. That is, we join a team and have the desire to defeat the enemy.


Naturally, we view our team as the “good guys”. We’re righteous and everything we do is justifiable. Some even go as far as thinking lying, cheating, and stealing is okay as long as it's done by us... the "good guys".


As for the other team... they’re the “bad guys”. Everything about them is evil. If the bad guys say nasty things about us, it's not true, fake news, or disinformation. The "bad guys" are the worst!


Logically, this concept doesn't make sense. Yet, this type of thinking has led to many wars. And since it’s literally happening today, it’s likely that the “us vs. them” mentality will continue to cause more wars and pain in the future.


Now, my goal isn’t to make you depressed! I admit the concept IS depressing. But if you approach the “us vs. them” principle as a businessman... it may lead to creating a legion of loyal customers.


So, how can "us vs them" help your business?


We can start with two simply questions:


* Who are the bad guys and what makes them evil?

* What makes you the good guys?


To put the lessons into practice, I'll apply them to a project I'm working on about The Affordable Care Act (ACA).


What ACA does reduce healthcare payments for low- and middle-income families. The program basically helps Americans get low-cost or even free health benefits.


Now, if I were to apply the two questions to this product, my answers might look like this:


* Who are the bad guys and what makes them evil?


Bad actors in the healthcare system that overcharge for treatment, making costs unaffordable for families.


* What makes you the good guys?


We help you cut costs and get the maximum amount of subsidies, so you can get the healthcare you need — without going into debt.


With these two answers, I’ve established the foundation for “us vs. them” with the project. I'd of course dive deeper into the answer in the copy... in addition to testing different "enemies" to see which one is the most effective. So much possibilities. 


Anyway, hope that helps!


It's getting late here and I need to call it a night. 


Next lesson coming tomorrow!


Raymond Duke