There’s a common scenario played out over and over again in effective marketing and advertising campaigns, and it’s a neat little trick to have in your marketing arsenal.

The trick is to position yourself as the underdog against the big bad wolf. Great copywriters have been using this trick for a long time, now it’s your turn.

The big bad wolf is the enemy of your industry and pitting yourself against the bad guys can be extremely effective in making your case.

Here are a few examples off the top of my head.

Good guys are on the left – bad guys are on the right.

Niagara-On-The-Lake (small, quant, quiet village ) versus Niagara Falls. (loud, noisy, and touristy)

The small tax preparer versus the IRS or CRA. (Canada Revenue Agency)

The local restaurant (local food, local ingredients) versus the local fast food restaurant (processed crap).

Your own business versus working for the “Man.”

The possibilities to using this strategy are endless…

Step up to the plate for your customers. And, if you’re stepping up, don’t be afraid to let them know it. If you have our backs, against the big bad wolf, we’ll have yours.