Us vs. Them: You want to use us vs. them stories to polarize your audience. Remember the power of polarity? Using these types of stories will draw your raving fans even closer and give them a rallying cry against the outsiders. I often call out the “talkers vs. the do-ers” on my list. I want people to make a choice about who they are, because if they’re with me, then they will be do-ers, continuing to ascend with me.
