Us Versus Them

To maximize your chances of converting a shopper, you need to justify your prices and prove that you are an expert. But those two things only get you 2/3rds of the way. You need an us versus them pitch to cover the final mile.

Why Us Versus Them Matters

Once a shopper understands your pricing—and sees that they’re getting more value than they’re paying for—and once they trust your credibility, there’s usually just one remaining question:

How is this different from other options?

If you don’t answer that for them, they’ll start doing their own research. And that’s where you lose them.

The reality is that 70% of visitors never come back.

That’s why you need to address the topic of Us Versus Them during this visit.

At Its Core

The heart of any Us vs Them pitch isn’t about criticizing others. It’s about creating two things: connection and contrast.

You want the buyer to feel aligned with you—and to see real distance between you and the alternatives.

First, connection. When you explain the problem that originally set you on this path, you’re not just sharing your story. You’re giving the buyer a chance to see themselves in it. If your frustration matches what they’re feeling now, they’ll feel understood. And that alone builds trust.

Then comes contrast. Once the buyer is on your side, you can walk them through the decisions others made—and how yours were different. That’s how you help them understand your approach, your priorities, and why it’s the right fit for them.

But What If Your Product Isn’t That Different?

Here’s the truth: I’ve interviewed founders and teams across dozens of industries, including some who sell pure commodities. And yet, in almost every case, we found something worth pulling into the Us vs Them story.

One of the first questions I ask founders is: What gets you out of bed in the morning?

Because I believe there’s usually something deeper than just making money—a force that drives us, shapes our decisions, and forms the nucleus of our life philosophy.

The key is to identify which parts of that philosophy are meaningful to your buyer. Once you do, you can make that belief system visible—so buyers don’t just see what you sell but you as well.

Your Customers Already Chose You—Now Ask Why

If your business only serves five customers, maybe you’re still figuring out your product’s fit. But if you’ve sold to thousands, then something is clearly working.

In fact, the Us vs Them story may already be embedded in your buyer behavior.

They’ve chosen you over other options. That means some form of contrast—real or perceived—has already been working in your favor.

Your job now is to surface that. Why are people choosing you?

If you’re unsure, this is where customer interviews can be gold. Talk to your buyers. Figure out what they saw in you that they didn’t see elsewhere—and build your narrative from there.

Still Need Help

Are you still struggling with your us versus them story? Drop a comment below, and I’ll see what I can do to help.

Recap

To maximize conversion rates, we need to accomplish 3 things:

1: Price justification
2: Demonstration of expertise
3: Us versus them (covered in this article)