We Like to Root for the Underdog

image from http://www.coroflot.com/powsley/underdog-n-total-television-character-art

As humans we like to see  Davids overcoming Goliaths.

We root for the underdog.

​It's a story arc that seems to always resonate with people.

 The little guy wins.

 The least likely to succeed pulls it off.

You can use this knowledge in the way you message your own story for marketing purposes, to write novels, to write songs, tell a visual story with artwork, etc.

Let's say you want to use this underdog story arc for your own personal brand messaging.  

What did you struggle with prior to ending up where you are currently? (This assumes that you are reasonable good at whatever you do, today.)

In your personal brand messaging you can share the  early struggle you had as you were learning your craft.  

Then showcase what you did to get better  and where you're at now.

The same premise can be used to message your value to your target audience...

You've been struggling with XYZ for some length of time. I provide  something that can help make the struggle less of a struggle or no struggle at all.

Now your customer is the hero of their own realm, or of their organization.

Rule of thumb:  If the underdog is a positive force with an optimistic mindset, he/she/it will resonate with an audience.

Posted by Nick Venturella

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