Us versus them: You want to use us-versus-them stories to polarize your audience. Who do you define as the “us” in your audience (people that do the types of things they need to be successful with what you are selling) versus the “them” (those who don’t comply with what you need them to do)? Using these types of stories will draw your raving fans even closer and give them a rallying cry against what they don’t want to become.
