There are warring factions within pretty much every audience.
Well, maybe not warring. But you are almost certain to find groups or tribes within an audience taking different and sometimes diametrically opposing views.
Here are a few examples.
In the world of search engine optimization, you have the white-hat optimizers and the black-hat optimizers.
In the world of buying gold coins, you have the “gold bugs”, who believe in a dizzying array of conspiracy theories, and are certain the price of gold should be higher. And you have the data-hounds who believe gold prices are where they should be, and can be predicted by studying countless charts.
In the world of coffee lovers, you have those who tell you that percolators make the richest, best-tasting coffee. And you have another group who swear that percolators make the worst possible coffee.
In the world of copywriting, some will say that hard-selling copy works best, and some will say it doesn’t.
Whatever your topic or business, you’ll have your own equivalent of white-hat SEO enthusiasts, or gold bugs.
And the editorial slant of your website probably already leans towards one faction or another.
But how do you engage your audience? Do you always feed them the information and opinions they already agree with? Or do you mix things up a bit, and stimulate some debate?
Preaching to the converted.
Many websites do well by choosing a single faction of readers, and then engaging them by reaffirming their point of view
Simply deliver the messages your readers want to hear, and many will become ardent fans.
If you are writing to people who think home schooling is better than public schooling, give them a site where they feel supported and validated.
If you are writing to people who believe that soft-sell copywriting works better than hard-sell copywriting, become their cheerleader.