Tim Burton films are a bit hit and miss with me.
Some of his quirky moments I love.
But other things just… don’t work with me.
(Charlie and the Chocolate Factory and Alice in Wonderland are the biggest offenders for me here.)
I’m still not completely sold on beloved cult classic The Nightmare Before Christmas.
But Burton did something brilliant with the villain of the film.
Oogie Boogie the bogeyman.
And you see this ‘villain’ technique works brilliantly for the medicine niche all the time.
(You’ll see how later.)
It’ll definitely work for yours too.
The villain Oogie is sadistic, charismatic, and a deadly joker with a deep jazzy voice.
But he’s also just a sack of bugs burrowed in burlap.
All perfectly working together to move around and speak.
In other words…
He’s not just a singular problem.
He is the combination of many problems rolled into one (wonderfully) hate-able face.
Because he’s made up of hundreds (even thousands) of bugs all working together.
(Gets the skin crawling doesn’t it? So to speak…)
But when you combine all these pains together into a single villainous creep…
…you create a powerful bad guy that people love to hate.
It’s something that works not just for kids… but people of all ages (as you’ll see).
And it drives sales.
That’s why alternative medicine spits at Big Pharma all the time.
When you write copy to adults and seniors, Big Pharma is a simple catch-all villain you can blame for:
– Hiking up prices out of corporate greed.
– Burying cheaper yet less effective medicine.
– Lying about the true risks their medicine has.
Which is why you see it all the time.
Inflammation is a big demon these days too.
Currently it’s all the rage to blame inflammation for arthritis, diabetes, heart problems, Alzheimer’s, back pain, even cancer.
In other words… inflammation is evil!
And we need a hero to save us from it.
(For now… it’s turmeric. Until the next hero or villain waltzes in.)
And lo and behold!
When you have one supervillain responsible for all your other problems…
You can sell a super solution to slay that singular supervillain.
Once you figure out how to simplify someone’s problems into one silver bullet…
…you supercharge your copy.
Great heroes need great villains.
And if you want to be a great hero to your customers…
…figure out how to ‘villainise’ the problems of your audience.
Give it a face… and offer to punch it for them.
Your customers will thank you.
Want more tips to punch your own villains in the face?
Or maybe even creating villains in the first place?
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