Dear Direct Response Letter Subscriber:

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You can't help but notice that many people thrive on and are excited by controversy, disagreement, argument, and divisiveness.

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We humans are a contentious lot.

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That's why Trump vs. Harris was so heated. Why we have a two-party system.

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Why conservatives and liberals each think the other group is full of idiots. Same thing with libertarians vs. humanists. Even rap fans vs. their parents who prefer easy listening.

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Well, the Polarization Principle says that by tapping into this tension, we can gain attention, generate interest, and win a significant share of whatever market segment – e.g., atheists vs. Christians, socialist vs. free market thinkers – our product, service, organization, or mission supports.

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Yes, we lose people on the opposite side. But we do not care, because they are not and will never be our constituents or customers anyway.

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So our goal is to adroitly use polarization in our copy--to get as many people on our side as we can to do as we wish (e.g., buy a product, support a cause, vote) – period.

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Targeting a smaller slice of the market almost always works better than trying to be everything to everybody--yes?

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Regards,

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Bob Bly

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P.S. Many marketers have used the polarization principle with great success. IMHO, the modern master of polarization marketing is the brilliant Ben Settle.

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