Audiences want to invest their emotion
Friend of mine hates Tom Cruise. At the end of every movie he’s in, however, my friend says, “I hate that guy, but I can’t help liking the movies he makes and the characters he plays.”
People want to invest their emotion in someone who reflects what they aspire to or believe in.
When I study people who have magnetic personalities – they’ve got audiences that want to use what they know and who they are to reflect something they hope to be, want to be, or are already, in their own identity.
Actors do this beautifully. It’s why people cry in movies. It’s why people cheer and clap.
I’ve joked in life there are only two times when it’s ok for a man to cry – the death of a child, and when they have to shoot Old Yeller. Extreme, perhaps, but I have yet to see a dry eye in the house when Tommy Kirk goes, “No ma… he’s my dog,” and trudges out to shoot the insane Old Yeller.
This desire to invest in emotion with you, together, is deeply ingrained in how we tell stories about ourselves. Star Wars is essentially the hero’s journey story with light sabers. A key element, however, of the hero’s journey narrative is the forging of a bond between the apprentice or the “hero” and the guide. At some point the guide and the hero have to part, but the hero invests deeply in the guide to build trust and understanding. The most magnetic personalities do that as well. They give audiences valid cause to invest in the relationship.
Give people a reason to invest themselves emotionally with who you are. Be prepared to return the sentiment.
There is a lot to go into about the idea of an authentic and magnetic identity that really can’t be covered in a single blog post. That’s why I invite you to join the studio, so that we can continue the dialogue in our forums, seminars, events, and podcasts. We’ll be talking more about this – but not from the perspective of having a “personal brand,” but instead of becoming someone who truly is magnetic and is a master of creation in that regard. I hope you’ll join us.