Start with the root of all the conflict. The most dynamic, interesting characters in any story: the villain. Every Story Needs a Villain. Position your products and services as weapons they can use to defeat a villain.
It doesn’t have to be a person, but should have personified characteristics. Advertisers personify the problems their customers face in order to capture their imagination and give their frustrations a focal point. Think germs in toothpaste ads.
The more you talk about the villain, the more people will want a tool to help them defeat the villain.
Characteristics that make for a good villain:
The villain should be a root source. Frustration is not a villain. High taxes IS a villain.
The villain should be relatable. People should immediately recognize it when spoken of.
One villain and one villain only. Not many.
The villain should be real. Don't make shit up.
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