Create an Attractive Character
In the most competitive markets such as weight loss, dating, financial investments, dietary supplements, and e-commerce, one of the secrets behind the most successful businesses is the use of a attractive character.
What is an Attractive Character in Marketing?
An engaging persona is a charismatic figure who connects emotionally with the audience. This concept can make the difference between making a thousand dollars a month and making a hundred thousand dollars a month. It is the key to attracting and retaining a loyal audience.
Key Questions:
- How attractive are you?
- How interesting are you?
- Why would anyone tune into a channel to watch a TV special about your story?
You may be asking yourself, "but I'm not that interesting." Russell Brunson didn't think he was very interesting either when he started out. But by finding ways to share his backstory, he was able to make it compelling and create a personal connection with his audience.
Three Components for Creating an Attractive Character
- Elements
- Identity
- Stories
The 4 elements of the attractive character
Backstory
Every good-looking character needs a backstory. This story is essential if you want to get results. Imagine you turn on the TV and see Jared sitting there eating a sub. What would your reaction be? You'd probably think, "Who is that skinny guy eating subs all day?" Without knowing his story of incredible weight loss, you wouldn't be able to identify with him. He'd just be a guy eating subs.
But if you know Jared's story, you see pictures of him weighing 425 pounds and then 190 pounds, and you see him eating subs, the perception changes completely. You'd think, "I'm just like him. If he can lose all that weight eating subs, maybe I can too. I want to be where he is." Do you see the difference in a potential customer's reaction?
Sharing your backstory allows people to see where you're coming from. If they can identify with your background, they will want to follow you to where you are now.
The key is that the story must relate to the product you are selling in some way. If you're selling a weight loss product, you need a backstory related to weight loss.
If you don't have a backstory related to your product, don't worry. You can use someone else's backstory. The engaging character doesn't necessarily have to be you, but a backstory is essential.
Attractive Characters Speak in Parables
Attractive characters often use parables to convey their messages effectively. Russell Brunson tells the story of his wrestling coach, who came into his room one day and offered him a videotape of wrestling practice. Afterwards, the coach asked for his wallet, took out the money and returned it to him empty. Stunned, Russell asked him why he had done that, and the coach replied that if he had given him the videotape for free, he would never have seen it. That's where Russell learned the power of investment.
These little parables in your life can help illustrate important points. You can also draw parables from other people's experiences. When you stop teaching just facts and start teaching through parables, your messages will resonate more deeply with your audience.
For example, when I was 16 years old and they lent me the car, I didn't take much care of it because I didn't mind wasting gas since they gave it to me with a full tank. Now that I pay for those details, I value it much more. The same goes for your investment. If you want me and my team to develop an online store for you, you will appreciate the effort and the value.
Attractive Characters Share Their Flaws
Sharing your flaws is crucial because it makes you more relatable and authentic. As soon as your audience knows that you are not perfect and that you have flaws, they will begin to empathize with you. They will like you more because you are like them: imperfect.
Attractive Characters Harness the Power of Polarity
Attractive characters are often very polarizing. They share their opinions on difficult topics and stand firm on their beliefs, no matter how many people disagree with them. They divide the audience into three groups: those who agree with them, those who are neutral, and those who disagree.
As you begin to create polarization, you will turn your "fair-weather fans" into die-hard fans who will follow what you say, share your message and buy from you again and again.
If no one is talking about you, then no one knows who you are. It's time to get out of that neutral space and start sharing your opinions. Get the things that matter to you out in the open. This is especially important when developing your personal brand.
Identity of an Attractive Character
The Leader
Usually, the leader has already achieved the desired result and his audience looks to him for guidance to achieve the same goal. The leader shares his experience and knowledge, showing the way and offering practical steps for his audience to achieve similar results.
The Adventurer
The adventurer embarks on a journey to discover the ultimate truth. Along his journey, he finds and brings back treasures from his adventure, sharing them with his audience. This identity is similar to that of the leader, but instead of leading his audience on the journey, the adventurer returns with answers and discoveries that the audience can use.
The Reporter or Evangelist
This identity is ideal for those who don't yet have a clear path to share with their audience, but have the desire to do so. They put on their reporter or evangelist hat and go out to uncover the truth, interviewing experts and learning from them.
Russell Brunson used this identity when he started out. He didn't know much about digital marketing, so he started interviewing knowledgeable people in the field, becoming a Larry King or Oprah-style reporter. Becoming a reporter is a great way to start a business in a niche you don't know much about, as it allows you to learn and grow while sharing valuable information with your audience.
The Reluctant Hero
This is Russell's current personal identity. He knows that the information and secrets he has are so important that he must overcome his shyness and share them with the world. There is a moral duty that drives him to share everything he knows, despite his reluctance.
Determine which type fits you best and build your engaging character using the traits of one of these identities. If you're an adventurer, tell adventure stories. If you're a leader, tell stories about where you've been and where you're going. If you've chosen the right identity for you, you'll find it fairly easy to take on that role.
Compelling Character Stories
Loss and Redemption
"I had it all. I was on top of the world. Life was great. Then ___________ happened. I had to find a way out of ________________. But it turned out to be a blessing in disguise because I went through __________, and learned/received ___________. Now ___________."
These stories highlight how you faced a significant challenge and overcame it, leading to learning or a new opportunity. These stories are powerful because they show growth and resilience, qualities that many people admire and can relate to.
Us vs. Them
Russell often categorizes "talkers versus doers" on his list (database). He wants people to choose who they are, because if they are with him, then they will and will continue to rise with him.
These stories create a sense of community and belonging by positioning your audience with you against a common "other". This approach fosters loyalty and engagement.
Before and After
"First I was ______________. Now I'm ___________."
These are transformation stories and they work very well in any market. For example, in the weight loss market, you might say, "First I was fat. Then I tried Program X. Now I'm thin." Or, in the dating market: "First I was lonely and unattractive. Then I followed Program Y and now I have confidence and an active social life."
The Incredible Discovery
"Oh my gosh, you guys...wait until you hear about this amazing new thing I just discovered! You're not going to believe this, but I knocked it out of the park on my first try! I wasn't sure it would work, but it's amazing - you have to try it!"
These stories are effective for selling webinars and seminars because they help people believe that the solution they have been looking for is finally available to them.
Telling a Secret
"I have a secret...if you want to know what it is, you have to do __________."
This approach creates curiosity and urgency, motivating your audience to take action to discover the "secret".
Third Person Testimony
Sharing other people's successes with your products and programs provides powerful social proof. Get as many third-person testimonials from your customers and students as you can. Then generously pass them along in your stories. Or use them as stand-alone stories and success case studies.
Let's Review
When I say "create", I don't mean "make it up". I mean focusing on a story and personality that you or one of your clients has. It's real. Start putting together your identity, your stories, your flaws and your line in the sand. Most entrepreneurs never think about this vital communication tool.
💡 Creating your engaging persona can mean the difference between making a thousand dollars a month and a hundred thousand.
Conclusion
Creating an engaging persona is an essential strategy for standing out in online business and connecting deeply with your audience. A well-defined persona, with an authentic backstory, meaningful parables, and a willingness to show your flaws, can generate a strong emotional connection with followers.
By adopting a clear identity, whether as a leader, adventurer, reporter or reluctant hero, and using powerful stories, you can transform your audience's perception and build loyalty. This approach not only humanizes your brand, but also establishes a relationship of trust and loyalty that can be the difference between making a thousand dollars a month and a hundred thousand.
To be continued...
