In this chapter, they discuss the importance of identifying and agitating problems in order to effectively communicate with customers. They highlight how many customers are unaware of the problems they have, and explain how it is essential to name and define these problems to create a story loop and generate interest in products or services.
Want to make your brand’s messaging exponentially more powerful? Learn how to define a villain for your customers. That’s because our brains are hard-wired to pay attention to negative things -- threats, villains, potential losses. On today’s episode, Mike McHargue (a.k.a. “Science Mike”) explains the science of why this happens. And don’t worry -- he uses simple terms we can all understand and apply to our businesses without being manipulative.