You've read Expert Secrets by Russell Brunson. You loved it; it contains so much wisdom. But you're having trouble implementing his advice. Your stumbling block is the concept of the attractive character.
Rule number one is a big stumbling block when you market yourself with authenticity. How can you “become an attractive character and live the life your audience wishes they led” when you're not leading it yourself? In that moment, the concept of the attractive character can seem like a lie, an untruth and an incongruency that you'll never be able to get over.
I see you. I do. In this post, let's explore attractive characters, and what you can do to make this aspect of Expert Secrets work for you so you get the visibility you truly deserve.
What's The Attractive Character Made Up Of?
According to Brunson, the Attractive Character is made up of 4 elements:
A different 4 things form the identity of your character
2.The Adventurer / Crusader
3.The Reporter / Evangelist
4.The Reluctant Hero
I'm sure there are many other aspects, but it's the combination of these 4 elements and the identity that make the most attractive character. You need this to signal your intentions to your tribe. Those that are fascinated by you and your calling. Your tribe want to be around you and they want to align themselves with your beliefs and movement.
The problem you're experiencing when it comes to creating your attractive character is that you think this is all you can be. This one character is who you are right now.
The truth is, and I know deep down you know this, you play multiple attractive characters already.
I look at the roles that I play on a regular basis
- Leader of the 30-day blogging tribe
- Confidant of the Visibility VIPs
- Boss of Birds on the Blog
- Speaker / Author / Coach
I'm so used to juggling all of these that I can slip into each role with ease. Am I being inauthentic? Of course not. I'm showing the most useful aspects of my make-up and personality to the appropriate audience. The parts of my personality that show the most as a wife aren't the same as the character traits as being the boss of Birds on the Blog. Although I'm happily married, I'm not in wife-mode all of the time. Sometimes I'm a daughter and other times I'm the mother.
All of these things make up who I am. To be one of them is merely slipping on a cardigan. It only changes my outward appearance it does not change who I am.
What If Someone Doesn't Like My Attractive Character?
The 4th element of the best attractive characters is polarity.
When a female coach swears; drops the F-word so many times that you'd think she was being paid by the expletive! You are Offended with a capital O. You don't like swearing. She should stop it at once. This is upsetting. You send an email demanding she stop swearing. It's vulgar… it's coarse… It's not you….
You've been polarised.
An audience can do three things:
- Love you
- Hate you
- Be indifferent to you
In terms of percentages, without polarisation, the coach has 33% of her potential audience. The moment she polarises them she has 50% of the audience. She's gained 17% more audience.
If your audience is indifferent to you, you're not enough of an attractive character. There's someone else more attractive out there and they're scooping up all the indifferent people on the scene.
This doesn't mean you need to go and swear in every status update. It does mean you shouldn't be afraid to be who you are. If who your true self really upsets people then you have a choice – diminish your own light to make another person happy (which doesn't help them take ownership of their own happiness), or you can let them go with love; you've polarised them.
The identity of your attractive character
Leader / The Adventurer / Crusader / The Reporter / Evangelist / The Reluctant Hero no matter which one you identify with, you will slip into one of these roles at some point or another in your journey to success. When you start your path towards expert status you start reporting – you document and share everything to show you know your stuff. Over time you evolve into a leader. You do more leading than reporting and you're growing into an evangelist. Something changes in your industry and bam! You're a crusader or an adventurer and a year later you're back leading.
Think for a moment about your dream clients. Where are they on their journey? What character is the most appealing at this stage? Are they looking to be led, or are they looking evidence (reporter) to make a buying decision?
You can have multiple characters. One of them will rise to the top, and that's the one you'll use most often. For me, it's blogging evangelist. When someone starts their blogging journey with me, they encounter the blogging evangeliser. It's their vehicle to change the world. As we grow together, they start to see the reporter, the crusader and the leader. But it was the evangeliser that brought them to me in the first instance.
Incongruency and the attractive character
If your attractive character isn't sitting comfortably with you. Then it's not the right attractive character. You backstory might not be the right backstory. It's often assumed by prospects with I was born with a golden pen in my hand, that everything I type turns to cash… That writing is my dream; my grand passion. Gosh, no! Writing is the vehicle that gets me to that grand passion. Because blogging is so closely associated with writing it's an easy assumption to make. I make it clear in my backstory that I had zero writing skills coming into this. It's one of my flaws.
What I do have is ambition. A thrill of achievement that comes with mastery and the power to know I can do anything I put my mind too. I have discipline and I have courage. You see all of these aspects in my backstory because they're the elements that make me me.
Parables – you write them and you tell them. If they're compelling enough others will share them. A parable is a simple story with a moral or a lesson. Every blog post can be a parable. So long as it relates to your audience then you can create them. They become easier with every retelling. The first 50 times will be the worst. One day it just clicks.
Finally, we reach character flaws.
The Hidden Power of Burnt Chicken
When I did my first solo webinar for my audience there was a burnt chicken slide. It came right after I'd listed all my blogging and marketing related achievement (and I tend to condense these as I really don't want to put people to sleep, but need to reassure the viewer that they're learning something that works). The burnt chicken reminds people I'm not a blogging demi-god, but a flawed and fragile human just like them. And if I can do this, so can they.
Are all my flaws out on display? Hell no. If I had to recount every flaw that I have when I met someone, I'd still be talking to the first person that I met.
Your flaws are not on display either. Most people are so wrapped up in their own flaws they won't look at yours. And now you know about the burnt chicken, you won't tell anyone, will you?
When you market your business authentically, the attractive character is easy to slip into because it is you. Over time it's like a comfortable cardigan. It serves its purpose and then you hang it back up in your wardrobe until you need it again.
P.S. Know that growing pains come with change and you have a choice – fixate on the pain, or fixate on the outcome. You get what you focus on.