I enjoy reading Dina Giolitto's views on copywriting and marketing.
This is a brief excerpt from one of her posts that I found both enjoyable and educational:
Copywriting Weapon: "Us and Them".
There are baaad people out there. Scoundrels, louses, hijackers, charlatans, spammers, losers, heartbreakers, love-takers and people who are ready to steal your soul, stuff it into a Hefty Cinch Sack and take it to Mexico to be sold on the black soul market.
But we are not those people. Nope... we are on the Us team - the good guys; the honest; the just; the well-meaninged and good-intentioned. The Evil Others are an invisible force of shortcut-taking, dirty-trick-having, loathsome individuals, and we don't want to associate with their kind.
They are invisible because... well, we don't know who they are.
At some point in your life, you've met someone who you considered to be on the "Them" Team, am I right? But then you had a chat and got to know said individual a bit better. Suddenly, they changed sides and moved from Them to Us status. Unbelievable! Next thing you knew, you were rallying this person up to incite fear and loathing in another stereotyped group of Bad People You Hopefully Will Never Meet.
We do this in our copywriting and marketing, but we don't ever mention names. We only allude to Them with a kind of warning drumbeat. We're playing marketing Cops and Robbers in our minds. The good shall prevail.
(Read more of this article on Dina's blog)
7:53:51 PM 
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