Whether you love it or hate it, The Phantom Menace introduced the world to one of the most unique villains ever conceived – DARTH MAUL.
Think about how boring it would have been if the Jedi didn’t have anyone fun to fight. Sure there were plenty of battle droids to dismantle, but with his distinctive tattoos, double-bladed lightsaber and simmering rage, Darth Maul was the perfect antithesis to a young and daring Obi-Wan Kenobi.
In other words, you can’t have a good hero without a good villain.
In business, it’s not enough to offer a product or service. Whatever your offer is, you need a villain – a set of pains – that challenge your audience to the point that they not only want to purchase your offer, they believe they NEED it in order to successfully defeat their personal villain.
So when you write your copy, focus on the pains that your audience is feeling. Then you can offer them the solution that will transform them from the victim to the hero in their own personal story.
Until next time, may the Force be with you…