The Captivating Marketing Character How To Become A Compelling & Fascinating Figure In The Lives Of Prospects... So They Aggressively Tune-In To Everything You Say & Do!
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“What you do can be knocked-off! Who you are can not!” -Sally Hogshead
The Captivating Marketing Character
Let Me Give Credit Where Credit Is Due... The Captivating Marketing Character
Critical Components To Creating A Fascinating Character
•Prospects must feel you’re worthy of being followed •Prospects must have faith in you - your expertise, your
experience, your success, etc. •Prospects must feel they share common values with you •Prospects must believe you care about them •Prospects must care about you •Prospects must have a deep interest (fascination) with you
How to know how well are you doing with this? The Captivating Marketing Character
It All Begins With Your... •Personal Narrative •Note: This can be invented and re-invented at will (Frank Kern) •What gives you the right to say certain things and ask your prospect to do things? •To be perceived as influential, you must demonstrate that you ARE influential •Self-Aggrandizement is a key part of this business (Gary Halbert) •Position your message as wildly important, life-changing
The Captivating Marketing Character
It All Begins With Your... •Personal Narrative •Building Blocks:
•Who are you? •Where do you come from? •What makes you tick? •What are you known as? •What are you known for? • Legend (stories)
•What have you intentionally decided to NOT be known for? •You must maintain consistency here The Captivating Marketing Character
list nal asset My perso
The Captivating Marketing Character
•You must decide who you are going to be to your prospects? •“Reporter” •Expert •Prophet •Radical •What are your personal philosophies on things like: •Family •Business •Success •Money •Time •etc. The Captivating Marketing Character
Stories Are The KEY! •You need stories to convey each of your main character elements:
•Personal Narrative •Values/Ideas (i.e. investment in education) •Philosophies •Successes/Achievements •Mistakes/Flaws
The Captivating Marketing Character
list nal story My perso
The Captivating Marketing Character
Stories Are The KEY! •4 Main types of stories: •Personal experience stories •Third-party stories •Fables •Parables - story told as fiction
The Captivating Marketing Character
Stories Are The KEY! •Be clear on the purpose/objective of the story •Start stories at peak of the “inciting incident” •Details in stories are key! •Dialogue is captivating •Word Choice
The Captivating Marketing Character
The Captivating Marketing Character
The Captivating Marketing Character
Recommended books: •The Story Factor •Story Craft •How To Write A Damn Good Novel •Made to Stick •The Art And Craft Of Storytelling •On Writing Well
The Captivating Marketing Character
6 Key Principles • The Principle of The Umbrella Governor • The Principle of Optimism - You must be a staunch optimist.
People crave this in their lives! • The Principle Of Validation - Demonstrate through reinforcement and validation prospects’ existing beliefs • The Principle of Identification - Help them identify themselves within your positive frame (Contrast with negative group) • The Principle Of Belonging - Create the feeling of “place” - a club, membership, sense of belonging • The Principle Of Continuation - (Andre Chaperone - Soap Opera Sequence)