I want to share a concept with you that has helped ClickFunnels and my other businesses grow far beyond my wildest dreams.

It’s a concept that I see a LOT of entrepreneurs ignore or neglect.

You might have heard of it if you’ve read DotCom Secrets.

I call it The Attractive Character.

You might remember a story from my book, DotCom Secrets, about a time when I was just another enthusiast trying to navigate the world of potato guns. I was not an expert, just a guy who was learning and sharing his journey along the way.

When my friend and I first built a potato gun, it was a hilarious adventure. We were thrilled with the result and, on a whim, decided to film our exploits and sell the guide and blueprints online. To our surprise, it took off!

The Attractive Character in this story was simply me — a regular guy, a potato gun hobbyist sharing his passion. This persona was relatable, genuine, and compelling. I wasn't a corporate entity selling a product, but a fellow enthusiast sharing valuable insights, and people connected with that.

The question, then, is how do you do the same thing for your business? How do you create an Attractive Character for your business that feels real and is compelling for your audience?

Here’s a few things I’ve learned over the years!

Choose a Real Human (👤): The Attractive Character works best when it’s an actual person. This could be you or it could be someone else. But it should be someone who your target market will connect with naturally AND someone who will be committed to the brand for years to come. 65% of consumers say a brand's CEO and employees influence their decision to buy (Accenture).

Be Authentic (😊): Let your true self shine through. Don't try to adopt a persona that's not you. If you're quirky, show your quirkiness. If you're analytical, share analytical insight. If you’re rough around the edges, be rough around the edges. People care a lot more about authenticity than they do about imperfections. In fact, 88% of consumers say that authenticity is a key factor when deciding what brands they like and support (Stackla, 2021).

Embrace Vulnerability (🎭): Don't be afraid to show your struggles and challenges. Sharing your journey, including the ups and downs, not only humanizes your brand but also builds a deeper connection with your audience.

Share Personal Stories (📚): From your morning run routine to your love for antique cars, personal anecdotes make you relatable. They transform you from a faceless entity into a living, breathing human being your audience can connect with… and buy from.

Engage and Respond (💬): Engagement is key. Respond to comments, answer questions, and don't hesitate to start a conversation. The more you engage with your audience, the more your Attractive Character comes to life.

Regular Communication (🗓️): Whether it's a weekly blog post, daily social media posts, or regular emails, keep in touch with your audience. This regular communication fosters familiarity and keeps you fresh in their minds. 77% of consumers prefer shopping with brands they follow on social media (SproutSocial).

Value-Driven Content (🎁): Everything you share should provide value to your audience. Whether it's an entertaining anecdote, a life lesson, or a how-to guide, make sure your audience takes something away from every interaction.

Creating an Attractive Character isn’t about becoming someone you’re not… it’s about becoming more of who you really are. And then being that person more consistently and more publicly for your audience and your business.

It’ll be a game-changer for you!

Get my book, DotCom Secrets, if you want more tips on building your Attractive Character (and lots of other business-building secrets).

- Russell Brunson