Episode 24 - Create a Villain

If your marketing doesn’t have a villain, your story is falling flat.Not because your product isn’t good—but because your buyer doesn’t know what they’re up against (or why they need to act now).In this episode, Cope and I break down why every small MedTech company needs a clear villain—and no, it’s not your competitor.It’s the broken process. The outdated system. The costly status quo.We cover:Why a good villain makes your message stickHow to use emotion to drive decisionsAnd a simple process to help you start using this in your messaging, decks, and sales callsPeople don’t just buy products. They buy the chance to defeat a villain.Let’s help them do it.

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