This is our fight, too, buddy! Come on gang - We're building arms for victory!" poster
The pattern
This still is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
Elevates the status of the industrial worker by placing him on equal footing: and in friendly camaraderie: with a combat soldier.
Steal this when
You want to validate and elevate the importance of behind-the-scenes or support roles.
Library updates
If this library is useful, leave an email
We send new patterns, ads, and notes when we add them. Name and phone are optional.
You are on the list
We will write when we add more library material.