Stop Tweaking Headlines. Start Naming Enemies.

Let me guess.

You’re split-testing yet another headline variation.

Or tweaking button colors.

Or rewriting copy for the sixth time this week.

Here’s a wake up call:

Your ads aren’t underperforming because they lack polish.

They’re underperforming because they lack a villain.

Positioning 101: No Hero Wins Without a Fight.

People don’t buy features. They don’t even buy benefits.

They buy a story where they get to be the hero.

And every great story needs an obstacle. A threat. A common enemy.

So, who’s your villain?

It doesn’t have to be a competitor. Not always.

Here are some examples:

• The myth of “scale at all costs”

• Lazy agencies with dashboard addiction

• The algorithm-worship cult

• Spray-and-pray marketers

• Wasted spend your CFO doesn’t see

Frame it. Name it.

Then position your brand as the antidote.

Because when you go to market with a cause — not just a product — you’re not advertising…

You’re rallying a movement.

Want help naming your villain and building your anti-position?

Make sure to stay tuned for tomorrow’s edition.

Best,
Peter Delle

P.S. Want 1-on-1 help crafting a villain your audience can’t wait to destroy? Let’s map it out together — book your free strategy call.