Attractive Character & SOAP + SEINFELD Email Sequence
Hi! Zach Miller here again. I just had a client who I had recently undertaken the process of building a funnel for and there were a few things that we went through. And one of the main questions that he had was the Attractive Character and really how to put that together into a Star Story Solution email sequence. So that way you can really start getting into the minds of your customers and your buyers, and of course, start letting them get to know you, and of course, the attractive you by simply positioning yourself as a specific type of identity whether it be a sort of leader, adventurer, a reporter or even the reluctant hero, which happens to be my favorite. Now, I’m going to be going through these three sorts of topics that we are going to be covering which basically consists of the attractive character, the elements, the identity and story line.
So to get started I like to go with the elements first. The elements always are these four things:
- Your backstory
- Character Flaws
So going through, number one, your backstory should just simply be something that lets people know a little bit more about you, how you came into the position of knowing what you do and why you are the authority to go to for what product or service that you do offer to them.
Now number two, I like to use parables, which is basically the exact same way of saying you tell stories that have some meaning at the end that people can associate with, a lesson that can be learned. So parables are a great way for people to remember the story, remember the reason why it’s important to do what you’re saying. For me, I tell them about a plato plomo which is a gold or lead due date. Basically it gets them to set their date immediately ahead of time, start taking action right away, and I just put that into context with by your deadline you’re either going to consider it a gold success or lead (gold or lead). And if you do not make your deadline, whatever you need, then it’s basically your dream is dead, you can count it like that. Now, a lot of people, they take that of either my dream is going to die or it’s going to live and it’s going to produce a lot of money. And they produce the latter, they make it successful, they make it work. So telling parables and stories of why certain people should follow you do certain things is a really great way to get them interactive and involved.
Number three, character flaws. When it comes to character, do not be perfect. No one likes a perfect person, no one wants to follow a perfect person. If you are perfect, no matter what industry you’re in, it’s just going to end up causing more issues down the line. For example, my character flaw – I’m not smart, I’m a college dropout, I’ve had a few businesses that were six figures before and they failed. But I restarted and I got email marketing and the sales funnel and now I have built a six and seven figure empire with that. So those are my character flaws, I’m not perfect, I have failed before, but again it associates you with it. I’ve done it so it’s not wrong for you to do it too, but in fact just follow me and you can skip all of those character flaws that I have worked so hard to overcome, because a lot of your audience probably has very similar character flaws.
Number four, polarity. When it comes to polarity, polarity means you want to make people choose a side. If you say, “Are you a Republican or a Democrat?” “Which religion do you follow?” “Are you male or female?” You’re polarizing people by simply asking them, “What do you prefer? Do you prefer a president or a dictator? Do you prefer having a God or not having a God? Or do you believe Gods don’t exist at all?” These are polarizing questions because they are immediately placing someone in a box and immediately making them say yes or no to you. And the beautiful thing is you want them to say yes or no. You don’t want someone to be a wishy-washy in the middle. The more that you polarize, the more that someone either says yes or no to you, the more that you are creating a hyper-buyer, someone who is going to religiously follow you. So polarizing someone is the best way to make sure that you make more money. Now, I’m not saying go out and say terrible things, get involved in community activist rights things, saying things were wrong or right; no. I don’t polarize or I’ve never even made my political stance openly available, and honestly, politics are a little silly. But don’t do those sorts of things because that has nothing that’s going to benefit you if you support some political leader or some charity, whatever it is.
Again, polarize in some very unique ways. For example, one way that I polarize is I say, “If you signed up just for something for free from me, get off my list and unsubscribe right now.” A lot of people unsubscribe in that email. But who are the people who unsubscribe? The people who aren’t going to buy anything. So, I’m immediately polarizing people. And then people instinctively by not unsubscribing have made a decision that says, “Yes, I will buy from you in the future.” So that’s why you polarize.
Moving on to number two which is the identity. There are four types of identities you can choose from. I am going to start off with number one, the leader. It just simply means that you are at the forefront, you’re someone to follow, you’re a social engagement or a thought leader in your industry. A lot of people wish that they can be this, but it is really hard to do. At the end of the day it’s kind of already being successful and now you’re just creating your character behind your success and telling your story of how successful you are. So number one doesn’t happen a lot, but if you are truly an expert and you have already had all the success, use that, you’re the leader.
Otherwise I like to go with number two, the adventurer/crusader. It simply means that you are trying out new things, you’re the person who is willing to go different places, maybe even travel around the world. Your product doesn’t have to do with traveling around the world, but just the fact that you are doing that, that you’re the crusader, you’re out there and enjoying life, people will want to emulate and follow you. So if you’re a traveler, an adventurer, a crusader, report on simple things like that and create that to be your identity.
Otherwise you can go on to be the reporter/ evangelist. This is a very easy thing for people who have no talent, no skill, nothing about the industry that they know, you go through, and this is called the Oprah formula. All you do is you’re interviewing people nonstop, great, huge industry leaders and when you do that, you’re going to naturally be seen with them. So you’re going to be understood as being an industry leader too simply because you interviewed these people and are beside them. So again, it’s simply being successful by association.
Number four, this is my favorite, this is the one I always use because it’s me. I’m the reluctant hero. It took me 10 years to come out and be public about how I’ve made my six figure empires, but now here I am. I’m a little reluctant about it. Everything that I have done I’m not really too often willing to share with people, so when I do share it this is a one-time come once, come all while you can get it sort of thing. So the reluctant hero kind of places you back. Again, you’re not an expert, you’re just simply someone who has seen some issues within whatever your industry or service or product is, address those and simply say, “Hey, I didn’t want to be the hero who made this really great product that solved this one solution, but I had to be because no one else was. So I’m the reluctant hero because I did that for you.” And then you just position yourself with, again, “I didn’t want to do this but I did it because I knew that you and I both needed it. It wasn’t just a solution for you; it was for me first. And then I came forward and I built it for everyone else because I saw success with me, and it wasn’t just me but it was also my friends and these people over here, and now I’m opening it up to the public.” So that’s one of your identities for the reluctant hero.
The final thing is your story line. Now when it comes to the story line, you want to use all six of these things:
- Loss and Redemption
- Us vs. Them
- Before and After
- Amazing Discoveries
- Secret telling
- Third person testimonial – which is two thumbs up. That is the best by the way.
Now, I’m just going to go through them. When it comes to loss versus redemption, all it’s simply going to be is… I tell all of these six basic story lines inside of my Soap Opera Sequence. And my loss versus redemption is I had a six figure business, I had a scholarship, I was enrolled in college and then I flunked out, had to become a dropout, parents disowned me. I went from having money in the bank to having basically none, less than $30. I had a six figure business; I lost it overnight because my account was suspended. So there is my loss. And then my redemption was I built it back up and I got something new.
And through that building back up I created the us versus them scenario which is ‘us’, the people who are working online to build our email empire who relate with me. Because I’m not a guru; I’m just an average person like you. And I am showing, “Look, it’s us. This is how we can do it together.” Because versus ‘them’, the gurus, that’s who I place as my person to throw rocks at, versus them, you’re never going to do it. You’re always going to be spending money, spending thousands of dollars on coaching, products and seminars and courses. Or you can just spend time with me, and that’s it; it’s us versus them.
So then I go before and after. And all this simply is, is before you got my course you were like this struggling, and then after you got it, you were like this and look at all the success that you had, and you got these many emails to sign up to your list. So before versus after, it’s just a preview shot of what someone was like before coming into contact with you, and then what happened after. Which is again, another third person testimonial, it’s another way of placing that. But the third person testimonial is purely just an email dedicated towards, you know, “Zach is so great, he did this for me, he built my funnel, he got my traffic solution set up and six months later I have a six figure empire.”
Number four, you can do amazing discovery. “Hey guys, I found something really amazing, this is something I just discover today and we had to share it with you.” And then… tell them about whatever you want. It doesn’t have to be an amazing discovery and it doesn’t have to be groundbreaking or new, it just has to be amazing for them and really it just has to be decent enough that it will intrigue them.
Number five is secret telling. When it comes to secret telling, this is a really good one. Number one, people always think that people are holding secrets back from them. So just simply enlarge or expand on that idea and simply say, “Yeah, you’re right, so and so is holding a secret back from you. Here is what it is and here is how you can use it to your advantage.”
So through all of that, these three ideas that I covered – the elements, the identity and the story lines – you can create your own attractive character and be very well on your way to incepting yourself inside of people’s ideas and mind when they think of success and who to go to and ask what to do to create their success also. I hope that helps. I’m Zach Miller. You guys enjoy the rest of your evening. Bye, bye.