How Slack Created An “Enemy” to Promote Their Product: A Lesson in Copywriting
How Slack used the common enemy technique to build rapport with their audience and market their product. Finding a common enemy is one of the most powerful persuasion techniques in copywriting.
Slack was launched in 2013. Back then, email was the gold standard everybody had to deal with. Dealing with lots of emails created problems. People were communicating through CC or BCC. Let’s admit, none of us wants them! And it only takes a couple of such emails to lose crucial information. Users were frustrated!
Enter Slack.
Slack used people’s frustration to build virality into their product. They came out as the “email killer.” They made sure to include the email killer messaging in every copy.
The phrase went viral in tech media and soon became synonymous with what Slack was doing. Slack promoted itself as a better alternative. This proved to be a powerful message for users to rally behind and an easy way to explain what Slack does.
It was effective subliminal messaging too. Now every frustrated email user thought of Slack. They saw Slack as a viable solution to all their communication problems.
Creating a common enemy in copywriting
You want to build a strong connection with our readers. How do you do that? By making them feel like you are on their side.
Establish a common enemy.
Humans are naturally built to identify with anyone that they perceive as an ally against a formidable enemy. That’s why the “common enemy” technique works! It is one of the most powerful persuasion techniques in copywriting. It allows you to take a side and make a bold statement. You can be a hero for helping your customers avoid or overcome the enemy.
Your common enemy can be any problem your audience faces or any challenge that stops them from achieving their goals. Ask yourself:
What is out there that your audience doesn’t like?
Can you make it go away?
Yes?
There, you have the common enemy!
Identify the problem and tell them how you can solve it and make their lives easier.
What do you think of this? Let me know in responses below.
