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No one wants to be sold to, yet each of us can name commercials we love. Why? Because there’s a difference between marketing campaigns that annoy us and those that draw us in. What it comes down to is telling the right story, and there’s a method behind the creative madness that leads to our most compelling campaigns.
Define the enemy
You need something to rally your customers around, and to give your story focus and direction. You need an enemy, something your ideal customers simply do not like, such as their B2B competitor (Apple vs. Microsoft), higher prices (think expensive
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