How Law Firms Can Use Free Legal Guides to Generate Client Leads

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Why Hidden Enemies Transcend Regular Pitches
The power of invoking a hidden enemy goes beyond the emotional reaction to the enemy itself. After all, Kraft could have positioned their competitive product touting that it’s available at half the cost, has a richer taste, or that it comes in three different flavors. But one of the key drivers of the emotional response to hidden enemies lies in simply teaching the customer something new!

In the bestselling book Talk Like TED: The gambling data turkey 9 Public-Speaking Secrets of the World’s Top Minds, author Carmine Gallo talks about how teaching someone something they didn’t know ignites a spark:

“The human brain loves novelty. An unfamiliar, unusual, or unexpected element in a presentation intrigues the audience, jolts them out of their preconceived notions, and quickly gives them a new way of looking at the world”

While in a TED talk, novelty is used to educate, entertain, and delight, in a sales context, novelty, in the form of a hidden enemy, has three benefits:

Clarity: it provides your customer with crystal clear clarity around the problem you can help them solve by giving form and substance to the emotional pain the enemy invokes.
Reciprocity: reciprocity is the practice of responding to a positive gesture, action, or behavior with a similar sentiment. In this case, the incident of micro-learning created by revealing the hidden enemy makes the customer more likely to give you just a little bit more of their attention.