To build a fan base, pick a fight

02/23/2010 |

Creating an "Us vs. Them" narrative can be a powerful way to turn your fans into brand evangelists, argues Dan Zarrella. By framing your message in opposition to a powerful adversary, you reinforce your users' loyalty and motivate them to spread the word about your product, Zarrella writes. "They will realize that the only way to effectively challenge the villain is to recruit more people to help," he adds. "The evangelism hook is implicit, subtle and powerful."

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