Ever notice that the commercials of top companies always feature some kind of posterboy or made up character? We’ve all seen them before; Subway has Jared, “the subway guy,” While Jack In The Box has “Jack.” Then you have my personal favorites, “The Old Spice Guy” from Old Spice, and “The Most Interesting Man In The World,” from Dos Equis…
ClickFunnel Marketer Russell Brunson calls these made up characters, “Attractive Characters.”
I’ve written a couple of blogs so far about The Attractive Character, so far. In the blog, The 4 Key Elements To Developing A Relatable, Attractive Character I talk about the four elements described in Russell Brunson’s DotCom Secrets to create the perfect AC.
You Can Become The Attractive Character, Yourself!
In my previous blogs about the AC, I talk about creating an imaginary character that embodies both the pain points and desires of your target audience. But that’s not the only way you can create an AC…
In fact, you can become the AC yourself!
Who says YOU can’t relate to your target audience, yourself? Who says YOUR story isn’t powerful enough to make people take action? If you want to skip the imaginary character, there’s no doubt that you can transform yourself into an AC based off of your own, personal experiences!
However, regardless of how you want to go about creating your AC, you have to understand the importance of an identity. When you (or your AC) has an identity, it is easier for your audience to pinpoint and relate. It’s also easy for you to embody the character, especially if the character is you!
The Question is: What kind of identity does your AC have?
In DotCom Secrets, Brunson explains that there are 4 main identities that your AC can have. Each of these 4 identities are powerful enough to persuade your audience to take action.
The 4 Identities Of An Attractive Character
Now that you understand how powerful an attractive character is, it’s time to list out the 4 main identities.
When your AC is the leader, their goal is to take the audience from one place to another. They’re the ones that can take you by the hand and show you the ropes, helping you avoid common obstacles and pit-stops, while sharing secret shortcuts to speed up your success. The reason why they’re capable of doing these things is because their backstory is very similar to the target audience. They’ve experienced most if not all of the pain points of the reader and know what it feels like to be at the bottom. At the same time, they know what it’s like to experience massive success, too!
The Adventurer or Crusader
The Adventurer is driven by curiosity. They don’t always have the answers. However, they are willing to bite the bullet and go through all of the hardships to learn valuable lessons to give back to their followers. When you look at it, you’ll probably notice that The Adventurer is very similar to The Leader. But instead of leading your target audience to their goals, The Adventurer goes on a solo mission to uncover secrets, so that his audience doesn’t have to. During his adventure, his audience witnesses his journey to uncover the secrets that will lead to greatness.
The Evangelist or Reporter
When your AC embodies the identity of the Evangelist, they also go out to discover secrets. However, rather than taking on a solo mission like The Adventurer, the Evangelist will uncover ultimate truths by interviewing experts, authorities, and other people of the industry. This is a powerful identity because, rather than having to convince your audience how powerful your uncovered secret is, you have other sources testifying for you. And when you have a solid understanding of how heuristics work, you know that people will believe whatever you want them to believe (including how amazing your product is), so long as other people are talking about it!
Then, there’s the reluctant hero identity. The reluctant hero is shy and doesn’t like all the hype and attention that he’s getting from his amazing discovery. He’d rather be behind the scenes of it all, minding his own business. However, he understands that this secret he discovered is so powerful, it has the potential to change millions of lives, including the lives of your target audience. So out of a sense of duty, he breaks out of his comfort zone and shares this secret with the world – reluctantly. Those who are drawn to this identity are not only grateful and appreciative of his courage, many of them share the same reluctance of having to speak to big crowds of people. This is why The Reluctant Hero works so well!
Which One Are You?
Chances are, you relate to at least one of these AC identities. Once you’ve chosen the one you identify the closest with, it will be incredibly easy to embody your AC when you write. It’s also important that you chose an identity that will be most effective for your ideal clients and target audience. Remember: When your AC becomes your audience’s favorite character, he can do no wrong to them, and they’ll have a tough time letting him go.
Check out the JD Blog for more copywriting tips and tricks!