When I was studying at the University of California, Berkeley, we had a special annual event call the Big Game.
The Big Game originated as a college football rivalry between Berkeley's Golden Bears football team and Standford's Cardinal football team. The rivalry history dated back to 1892.
Since then, the Big Game has become much more than just a football rivalry. It spread across all fields of sport including basketball, tennis, swimming, etc...
It's one of the biggest events each year.
More interesting is that it's one of the few things all Berkeley students agree to. (Keep in mind that we have close to 42k students across all departments so hardly do we agree on any single thing.)
So what is it that units all 42k students?
A common enemy!
Yes, students at UC Berkeley "hate" those at Stanford and treat them as our life-long enemies. This common enemy brings together student from all departments.
And this goes the same for your business.
Your audience is a group of people, all with their own problems and goals. The easiest way to unite them all and cultivate a tribe of raving fans is to give them a common enemy.
Now, a common enemy doesn't have to be a "person." It could be a myth, a common mistake, an industry titan, or even a long-kept secret.
But it's a common obstacle stopping your audience to achieve what they want and get the result they desire... Or at least that's what your audience believe as the biggest challenge.
This is the quickest and most effective way to build a loyal customer base who stand with you...
...And pay for your products over and over again.
P.S. To cultivate a tribe of raving fans, you have to communicate with them on a regular basis so that they learn the habit of listening to what you have to say. And here's the best channel for communication that exists today :