Build Loyal Buyers With Vegan-Level Polarization

If you’ve read my landing page, you can safely say you know at least 8 interesting facts about me …

But can you guess the one that gets the most visceral reaction?

It’s not the accolades.

Nor the mediocre climbing and running.

It’s the fact that I’m vegan.

Mmmhmmm.

This never fails to get people talking. Never.

Even while I was in Chicago this week for work with like … 90 of my coworkers.

One evening at a small team dinner it came up.

And responses were … varied … to say the least.

Some of my coworkers told me they love eating vegan. One even gave me a vegan cheese recommendation.

But others, of course, lit up at the chance to tell me how much they love a good steak.

All in good fun, of course.

Now … I don’t really give a flying fart WHAT you eat (or why).

But I don’t shy away from sharing my views when asked.

There are a number of analogies to take away from this concept.

From a “personal branding” perspective (yuck, hate that term), it pays to take a strong stance on certain values.

From a business perspective, it pays to talk about your deeply held beliefs as part of your company’s mission … instead of making your brand generic and all-encompassing.

And from a copywriting perspective, it can pay to be “controversial” in your writing by siding strongly on a topic.

People pay attention to these things.

And while you might get a few who are disgusted or annoyed by you …

Those that continue to follow, read, and buy are going to have a MUCH stronger bond with your company.

Even if they disagree with your beliefs. Yes, disagree.

Veganism is one such belief. People hold strong convictions around food as part of culture.

Others could be lifestyle, religion, politics, parenting, diet, exercise, work/life balance, relationships and many many more.

Fine example: I follow at least 2 copywriters who’s “beliefs” I strongly oppose … mostly on religion.

And yet I’ve paid both of these copywriters thousands of dollars to learn their methods.

Their ability to hold their beliefs, share them, and use them as part of their branding has earned my respect.

Despite not seeing the world the same way as they do ... I respect and buy from these writers much more than any others.

Why: A viewpoint — strongly held and shared — helps classify you, your brand, or your product as a leader.

Even if your readers disagree with your perspective.

So that’s my little lesson for today.

Take a side. Be controversial.

And of course, STOP eating animals and go vegan.

Okay okay … maybe decide for yourself on that last one 😉

More copy stories here: stealthiscopy.com/blog.

David Patrick