No matter the niche or market a company finds themselves in, they believe that there is a common enemy that is the reason they are not achieving the results they desire. A key way to build rapport with your audience is by establishing that your company and your audience are “in this together” against that common enemy.
We see it all the time in the various ad campaigns that have overtaken our media outlets. Apple’s deciphered the common enemy to be PC. In this ad from Careerbuilder.com they turned coworkers, bad bosses and boring jobs into the enemy.
It’s about connecting with your targets in a relatable way, without driving them to dislike your brand. The more general and easy to relate, the more possibility for conversation. Once you have established your organization as a solution to the problem, and not just another Band-Aid, your prospects will have more motivation to hear you out.