My Facebook feed has never been more divided because of Charlie Kirk’s passing.
There are the Christians, men of Jesus, mourning from afar for their fallen brother.
Then there are the folks who love to remind the Christians that the dude held stances that would make even Jesus raise an eyebrow.
But whatever side you’re on, these right-wing people know how to be freakin’ polarizing.
I mean, look! People who live wayyy across the planet are going to war in the comments like someone’s gonna win the debate there and the ethics trophy.
I’ve seen people in the same circle… ordering the same coffee, sitting at the same lunch table on a daily basis… yet holding completely opposite views about him.
Now, I know what you’re thinking:
“This is another sermon
on being polarizing. 😒”
You might be thinking that I’ll say that your brand should swing hard, pick a side, and never flinch.
And yes… that’s the part of it.
But this is me talking.
The dude who loves to overthink things and somehow lands on something pretty.
See, it’s true that the second you lean into one side, your people will cheer and tattoo your name on their forehead… while the other side will write letters to Santa begging him to put you on the naughty list.
But here’s where most brands screw it up…
They stop there.
They think polarization is enough.
Well… it’s not.
Because here’s the kicker I stole from Mr. Cole Schafer, the smokiest, sexiest adman alive:
Your marketing isn’t just about getting people on your side.
It’s about pulling them onto your side… and then turning them into snobs with elevated taste.
Polarization gets them in the door while snobbery keeps them loyal.
And for me, that’s the job of copy.
You gotta make your audience say,
“Okay, that one sucks. This one? Good. Like, really good.”
It’s not enough to stand out. You’ve got to raise the standard so high your customers feel like anyone who doesn’t choose you is beneath them.
Like Apple.
Apple doesn’t just sell phones. Apple makes Apple users feel superior to the green-bubbled, Android-headed folks.
Apple = good.
Others = blegh.
No debate. Whatever the other side says? Doesn’t matter.
And here’s the beauty of it…
When you do this right, you don’t just grab attention…
You eliminate the
paradox of choice.
Your customer isn’t stuck doom-scrolling on YouTube reviews and then spiraling into anxiety over what to buy.
They see your brand, and the decision is instant.
No brainer, done.
That’s the power of marketing and writing reliable copy.
You free them from hesitation because you made your biz the obvious choice.
Ain’t that a beaute?
It is.
That’s how my copy brain works. It’s why I learned not to rely on templates.
See, people’s minds are complicated and simple at the same time. You can’t ever connect with them with mere fill-in-the-blank hooks, no, that’s not how I like to do things.
How I do things is more like this: https://johnrillemanalo.com/