As many of you know I have 6 wonderful kids that keep me pretty busy.
Two weeks ago Camdyn (2) and Taya (4) discovered Taylor Swift. So I have spent the last 336 hours listening to “Blank Space” and “Shake it off” over and over again.
Normally this would drive a Dad crazy, but I am all for it. I love Taylor Swift and her lyrics are amazing. There is nothing better than cruising around in a Mini Van, stereo blasting, listening to two little girls fumble through the lyrics of a song. That is what I call happiness!
Taylor Swift was the 2nd highest paid Female Musician last year bringing in close to $64 Million. Why is that?
Answer: She has created what I like to call the “Attractive Character”
Think about it. Her songs relate to her audience. Taylor writes or co-writes every song on all of her albums and most come from her personal experiences.
People love Taylor because they see themselves.
“A key line in the song (Blank Space) “Ain’t it funny rumors fly, And I know you heard about me,” gives us a glimpse into what it’s like to be miss Swift, but it’s also very relatable to the average person. Many of us have heard things about others and ourselves that aren’t true. The art of a Taylor Swift song comes from being able to take personal experiences and having them translate into the lives of millions of other people. This is the reason Swift can still sell over a million copies of her album the first week and why all of her concerts sell out. She knows how to connect to people’s emotions.”
When it comes to building a business, writing emails, creating scripts, or interactive with our audience we need to create an “Attractive Character.”
A character that relates to our customers.
- Apple = Steve Jobs
- Oracle = Larry Ellison
- Disney = Walt Disney
Obviously, when building an attractive character you open yourself up to push back and criticism. That is just the way it is.
You will be tempted to return to your old ways of corporate talk and bore the heck out of your audience. A good indicated of progress could often times come in the form of criticism.
Two weeks ago I sent out an email about my cleaning lady stealing my wife’s camera. It was a great way to introduce our new watercolor videos, but I still get one or two emails where people seem to take offense no matter what I say.
Here’s a response from XXXX XXXX
“No good deed goes unpunished” huh? What a lovely message. Well let me encourage you that I find your email less than a good deed. In fact I found it insulting as the introduction was unnecessary and placed an unbalanced, negative light upon an almost universal spiritual message of giving – whether it is returned and appreciated or not.
So you may be encouraged to find that bad deeds don’t go unpunished either as I have no intention of rewarding such behavior by patronizing your business. How’s that for balance.” XXXX XXXX
Crazy, right? Who is this guy.
I know, I know, I am confused just like the rest of you… Who doesn’t love my emails?
Criticism and push back can be a great indicator that you are heading in the right direction.
Although I get some negative response, they don’t even compare to all the positive ones.
So do not be afraid to go out there and write about you, your experience, your triumphs and failures.
In the coming weeks I will try and do the same, I will share with you guys:
How I lost a million dollars in one day.
How $60,000 cold hard cash show up at my office in a Fedex package (You’re not going to believe where the money came from).
How I gained a net worth of 8 million by age 27 and lost it all by age 28.
How we made $400,000 in one day all because of a simple mistake.
The list goes on. I share these things, in hopes that I can help some business owner improve their business in one-way or another.
I am just like most of you. I am out their searching for my tribe…
We all want to find our tribe.
“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate. … Tribes need leadership. Sometimes one person leads, sometimes more. People want connection and growth and something new. They want change…you can’t have a tribe without a leader – and you can’t be a leader without a tribe.” Seth Godin
You know how last week I mentioned that I was going to deliver on the 13 online marketing strategies every companies needs, well this one ties into all of them…
When you are creating your email sequence, blogs, videos, etc. You will want to make sure you are relating to people and you do this through creating the “Attractive Character.”
Someone whom people relate to.
Attractive Character = You
Here is simple PDF that will help you create the “Attractive Character.” I got this from Russell Brunson.
I will leave you with another quote by Seth Godin
“If you’re remarkable, then it’s likely that some people won’t like you. That’s part of the definition of remarkable. Nobody gets unanimous praise — ever.
The best the timid can hope for is to be unnoticed. Criticism comes to those who stand out.
Playing it safe. Following the rules. They seem like the best ways to avoid failure. Alas, that pattern is awfully dangerous. The current marketing “rules” will ultimately lead to failure. In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.”
P.S. I am going to be sending out another email on YouTube Marketing. You are now able to create annotation that will link out to a website.
I will explain in the next email.