How To Apply Russell Brunson’s Attractive Character Method In Sales Copy

Have you ever had a favorite character in a movie, book or TV series?  A character that summed up why you even tune in in the first place…

For example, when it comes to the Teenage Mutant Ninja Turtles, my little brother is completely infatuated with Donatello, the purple turtle with the bo staff.  He even goes out of his way to wear the same purple bandanna, and for the most part, has even taught himself how to fight with giant sticks. Sure he likes the other turtles, but Donatello is by far his favorite.  I can’t blame him, either.  Donnie was my favorite turtle too when I was a child and  TMNT fanatic.

What’s even crazier that people will stop watching their favorite TV shows if something happens to their favorite characters (the character dies, the actor is replaced etc.) SPOILER ALERT: Remember what happened to Glenn from Walking Dead?  After he was brutally killed off, the show’s ratings plummeted!!

I personally believe that if anything ever happened to Donatello specifically, my brother would probably stop watching TMNT and collecting the action figures…

But why is Donatello his favorite turtle?  In fact, why do we have favorite characters at all?

Why are so many Black women drawn to Scandal’s Olivia Pope? Why do so many guys have a reluctant man-crush on Ryan Gosling, or want to be like Californication’s Hank Moody?

<u>The truth is because they feel they can relate to these characters.</u>

Olivia Pope is the strong, powerful and independent woman that most feminists strive to be like…

Ryan Gosling and Hank Moody are super confident alpha males, attracting smoking hot women that you only find starring in wet dreams…which is clearly what most men fantasize being like…

And Donatello, well, he’s a cool martial artist turtle who’s also a technical genius.  And every kid – especially my baby brother – wants to be a martial artist turtle genius…

In some way, shape or form, viewers can envision themselves like their favorite characters, due to shared characteristics, personalities, and even flaws.

When people can relate to their favorite fictional characters, they become helplessly empathetic to almost everything these characters go through on screen or in pages. Talk about some powerful stuff!

Enter The “Attractive Character”

This stuff becomes even powerful when it comes to writing copy.  When you create a fictional character in your sales letter that everyone is drawn to, they are more likely to get involved in everything that fictional character does.

Online marketing powerhouse Russell Brunson calls this fictional character, “The Attractive Character.”

When writing a sales letter, the attractive character is used to narrate the premise or story that leads to your product and inspires your readers and viewers to take action.

And why would people be so drawn to this “attractive” character?  Because with the AC, you can flesh out REAL pain points and problems through their “fictional” experiences.  And because of this, people become more attached than they realize.

How To Create An Attractive Character

According to Russell Brunson, there are 3 components needed to create an AC for your copy:


In his book DotCom Secrets, Brunson states that there are 4 elements that are crucial to creating a relatable AC: a backstory, parables (short storytelling), sharing of flaws and usage of polarity (one-sided beliefs).  Each of these elements should be relatable to your audience so they can believe, trust, and even emulate your AC.

Explore the elements in further depth in the blog: The 4 Key Elements To Developing A Relatable, Attractive Character.


When you have a clear backstory, a list of flaws and beliefs your AC stands firm in, you can now reveal your AC’s identity. Brunson writes that there are at least 4 common types of AC identities:

  • You have The Leader, whose main goal is to move the audience from one place to another.
  • There’s The Adventurer, the one who’s driven by curiosity, and is always in search of finding answers, only to share the gold nuggets of valuable info he’s obtained to his main audience (YOUR ideal clients).
  • Then you have The Evangelist, who understands that they haven’t become an authority that can persuade an audience just yet.  So, like a reporter, they interview the top authority figures on the subject to discover the truth, Kinda like Larry King or Oprah.
  • Lastly, you have The Reluctant Hero, the one who can do without the hype and excitement behind the secret discoveries he feels he must share with his audience. In fact, sharing this valuable information is far out of his comfort zone, but he understands that his audience will benefit BIG time, so he overcomes his shyness to share with the world, out of a sense of duty.For more in-depth descriptions of the AC identities, check out the blog: The 4 Identities Of The Attractive Character.


Once you have your AC’s elements and identity squared away, it’s time to come up with a storyline that they can star in.  Here are a few examples of storylines:

  • Loss & Redemption – your AC was on top of the world, living the dream life when all of a sudden they lost everything.  Since then, they’ve battled hardships and obstacles to get back on top and then some!
  • Us VS Them – Brunson states that this is a great way to polarize your audience.  “Do you want to be like everyone else, living mediocre, unfulfilling lives?  Or do you want to join US and live the lives you always dreamed of?”  Or, “Are you going to take action and control of your life, or are you going to just let life pass you by like everyone else?”  It’s a great way to make people feel like they’re chosen, or special.
  • Before & After – Before your AC discovered this secret, they were living a life of pain.  But after they discovered the secret, all of their dreams came true…

To learn about the rest of the storyline types, check out Russell Brunson’s book DotCom Secrets

The Attractive Character Is Everything

When you have an attractive character in the mix, you become an effective and believable storyteller!

Check out the JD Blog for more copywriting tips and secrets at