(upbeat music)
- Okay, backstory.
So let me give you five elements...
How many?
- [Audience] Five.
- For crafting a character that your tribe will bond with.
This will be advanced, okay, so stay with me.
Five elements.
They are your backstory, what you stand for, your beliefs,
your values, your magic powers,
your parables and your secret language.
Five elements.
Your backstory, what you stand for, your beliefs,
your values, your magic powers,
your parables, your secret language.
And each, building blocks, right.
Each building block must be carefully crafted to match
the desired outcome of your market.
So let me give you an example.
The keys to the effectiveness of your personal brand are,
your character and your storyline.
You look at Batman, James Bond,
as a fictional character.
How long have they been around?
(audience member yells)
Decades.
That tells you something, longevity.
Longevity.
That's why, for those of you who know me,
I'm a Batman man fan, I'm a comic fan.
I've got a full size Batman in my home.
(laughter)
Yes.
And I dressed as a Batman in Halloween, costume.
I'm a Batman fan.
I like Iron Man, I like super hero characters.
Why? I just like them.
But also, I study them, I find them fascinating.
A lot of these characters have longer business longevity
than any other personal brands.
They have stayed around, they're still around.
Something to be learned from that.
How did they create those characters?
And once I break it down you'll see,
a lot of these characters follow the same formula.
We do the same thing, you could accomplish a similar result.
So, people remember characters and relate to them in stories
keep people eagerly waiting for the next installment.
What's going to happen next, to you?
What's gonna happen to you, next?
What are you working on?
Stories make people wanna open your email
and keep up with you.
So it's kinda like, I wonder what Dan would do next?
I wonder what Dan would do next?
And that's how you keep people engaged.
So a good character is someone
who is immediately recognizable.
He stands for something, he represents a belief
and has a backstory, usually a legend.
And that's immediately recognizable.
What's Iron Man's story?
Who can tell me? Give me just a couple, quick, few lines.
(audience member yells)
Huh? Laws and redemption, yes.
Tell me something about Iron Man, his legend or backstory.
What does he do?
(audience member yells)
Billionaire? Yes.
(audience member yells)
Playboy. Smart.
Arms dealer, yes.
(audience member yells)
Avengers, right. Works with other super heroes, yes.
Fights evils.
What is his superpower?
(audience member yells)
Yep, he doesn't have any super power,
he's just damn smart. And he's got a cool suit, right?
Very cool suit.
Also different colors, yes.
So my red suit...
(laughter)
Now here's a little behind the scenes, again.
This is the stuff behind the stuff.
In a bigger setting, usually around,
I would say 500 people or more.
If I'm speaking to an audience, I wear my red suit.
And just as somebody yelled out,
I'm known for my red suit.
Why do I wear the red suit?
Is it just because it's cool, it's fashionable or what?
(audience member yells)
- First of all it stands out, it makes a statement.
And?
(audience member yells)
Yep, it's memorable.
They might not remember my name, but they'll say
"Oh the guy in the red suit."
Yes?
(audience member yells)
Yeah, red, power, passion, yes.
(audience member yells)
'Cause it's just cool, right?
So you think in terms of, it's a personal brand.
It's my uniform. It is my uniform.
The minute I walk up to the stage,
in front of 1000 people, in my red suit,
it makes a statement. Right there in a few seconds,
I've captivated the audience.
That's no different than Iron Man's suit, seriously.
It's the same in business, I have my red suit.
So it's not just "Oh Dan is kinda cool,
he wears a red suit."
I think it through, very, very carefully.
Now, also, do I wear it all the time?
No, special occasion.
(audience member yells)
Usually, in my mind it's a big audience.
When you have a big audience and it's a lineup of speakers.
Often people, in a whole day,
they've seen 2, 3, 5, 10 speakers.
It's all a blur, right? But they always remember,
"The guy in the red suit, Dan the man."
That's a strategy, I call that uniform strategy.
Make sense? Okay.
- [Narrator] Ten times your finances.
Ten times your business.
Ten times your marketing.
Ten times your life.
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