We all want to be liked, don’t we? Being accepted, being part of the tribe, is fundamental to our basic human drives. Our primitive ancestors would die if they were rejected by their tribe. The need for acceptance is a survival instinct that’s still hard coded into us.

So it hurts when people don’t like us. And it hurts when people don’t like your business, your content.

But do you need everyone to like you and your content? I spent many years craving acceptance that I never got.

When I reached my 40s I realised that a lot of the people whose rejection I feared weren’t even people I liked, so why was I worried what they thought of me?

Copy that tries to appeal to everyone fails to appeal to anyone. Do you think Apple would be so successful if they hadn’t been so conscious about standing apart from Microsoft? 

By putting their flag in the ground and saying ‘This is who we are’, they told their customers who they can be. Using Apple’s products isn’t just a consumer choice. It’s an identity. As is my resolute dislike of them!

Do you think Apple cares that I don’t like their products and find them overpriced and overhyped?

Not even a little bit. They need people like me in order to create their tribe. To show their people who they are, and who they are not.

Where are you planting your flag and calling your people to you?


Cover Photo by ‏🌸🙌 أخٌ‌في‌الله on Unsplash

Esther Nagle Administrator
Email Copywriter and Strategist
Esther Nagle has been writing online for more than a decade. She has written blog posts, web copy, event descriptions, ebooks and physical books, social media copy and emails. She has trained with Copy School in Conversion Copywritng in emails, and now specialises in email marketing and strategy. When she\'s not writing, Esther can be found watching live music, walking in nature, playing Irish folk music on her purple violin, and hanging out with her son and crazy dog!
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