Your brand needs a villain.
Many copywriters and marketers teach this.
Why, though?
Well, a villain creates conflict.
And having conflict in your messaging makes it more interesting.
But more importantly, a villain gives you and your community something to rally against.
In other words, it brings people together.
But here’s a secret.
Your villain does not need to be a person.
It can get icky really quickly when you keep trash talking a person.
So instead, your villain can be an idea or philosophy or trendy statement you don’t agree with.
I do this in my emails.
My “villain” is the idea that newsletters are boring to write, boring to read.
I do believe boring newsletters are out there, written by people who are bored to death writing it (and only do it because they were told they should).
These folks understand that newsletters should deliver value.
But what a lot of people don't realize is how much fun writing a newsletter can be for YOU.
I believe your newsletter can be the most enjoyable part of your business.
So that’s villain #1 for me.
I have a second villain who will be making more of an appearance in future emails.
And that “villain” is the phrase, "Don’t overthink it".
As a major over-analyzing overthinker, this is like saying, don’t breathe.
Do people think we WANT to overthink?
I personally do not, but I can’t help it.
We overthink because our minds are moving fast, we see things from so many angles, and we probably have a smattering of trauma.
So stop telling us to "stop overthinking".
Instead, tell us how to keep moving forward even though we overthink things.
Which brings me to my next point.
I am now merging my two villains together to create a brand new Hidden Gems Copywriting Guide.
It is for my fellow overthinkers.
For those who want to start a fun newsletter because they know they need to build an email list, but for whatever reason, they overthink themselves out of starting.
I’m working on it right now.
The content is done.
I just need to format it.
So stay tuned!
In the meantime, you can enjoy my other Hidden Gems Copywriting Guides right here.
Each of them includes a preview (once you click below, just swipe to the left).
Perhaps this'll be another villain of mine (digital products that don’t allow you to peek inside before buying lol).
Anyway, enjoy!!
