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Based on my examples, complete the following:

WEEK 2: HOMEWORK ASSIGNMENTS

1. What are you selling? _

2. What end result does it provide? _

3. Outline your back story: _

4. Write a one or two line summary of it.: _

5. How does it tie in with what you're selling...and the end result your product provides? _

PART 2: YOUR BELIEFS, VALUES, AND WHAT You STAND FOR

Now let's explore what your character stands for. Remember, it's critical that this mirrors the desired outcomeof your market. For example, if I'm selling to the beginner Internet marketing crowd, it's important that I standfor something they want.

Therefore, my core belief that I'd convey is this: La?! isgood and making monry is efJ!Y.

The reason why I'd choose this is because:

It's true, in my opinion. "Make Money" prospects want to be lazy and make a bunch of money. So what I stand for would be

something like this: Make money while doing nothing.

In fact, if you look at the positioning I did with the Underachiever course, it pretty much mirrors this verybelief.

And if you examine my whole "Nearly Brain-Dead Surfer Guy Who Makes Money Despite His ChronicLaziness" persona, you'll see how I'm conveying this core value: La?! isgood and making monry is easy.

So if my dog training market wants to have a perfectly trained dog without spending a lot of time on trainingand without being mean to their pets, here's the core value and beliefI'd present:

-------- ----

WEEK 2: HOMEWORK ASSIGNMENTS

Positive reinforcement training works better than anything and it only takes a few minutes a day.

What are three beliefs or values your character will have? What will you stand for?

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1. _

2. _

3. _

How does this match the desires of your market? _

PART 3: YOUR MAGIC POWERS

Nobody wants to follow a boring character.

And nothing will hook your audience like your ability to produce exceptional results...or your product's abilityto produce exceptional results.

What have you ever done (in relation to your product or business) that can be considered exceptional?

In this exercise, I want you to brainstorm three things that you could position as your magic powers.

Remember, this is just a brainstorm. Write down whatever comes to mind. Do not edit or catch yourself if youthink it "sounds stupid."

The purpose here is to get your brain thinking on a Magic Powers leveL

So if I were doing this exercise and selling to the marketing crowd, I'd write something like this:

1. Biggest launches in Internet Marketing history.2. $lMM/year dog training business.3. Students make more than most "Gurus." (frey example).

If I were selling a product about the Alkaline diet, I'd have to borrow magic powers from the actual diet itselfsince I'm not exactly the picture of health :-)

Therefore, I'd focus on the magic powers of its founder, Dr. Robert Young, and the results others have had. Aquick glance at the testimonials on his website give me all the fodder I need. Like this: "The pH diet causesnear miraculous weight loss. Dr. Rohert Young, a pioneer of this method had a client named Elaine Boylstonwho lost 50 pounds."

- -_.'-----

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So with these examples in mind, write down three "Magic Powers" you have or that you can borrow.

1. _

2. _

3. _

PART 4: FABLES

Telling stories is possibly the best way to teach, to convey information, and to bond with your audience.

And your character must have a "quiver" of fables orparables you can tell that conveys what you stand for,reinforces your message, and causes your audience to bond with you.

Yom fables should always support your character's identity and they should always give hope to the possibilitythat your audience's desired end result can be achieved.

In this section, I want you to outline at least one fable that you could use. And again-we're just brainstorminghere. Don't edit anything out...write down the first thing that comes to mind.

So if! were doing this and developing a character to sell Niche Marketing, I'd write down something like this:

I. Was a Guru.

II. Customer said I wasn't credible because I only sold "Make Money" stuff.

III. I decided to prove him wrong.

N. Created "Parrot" product.

V. That product generated $2,000 or so a month on complete autopilot.

VI. I realized niche marketing is easier than being a "Guru."

VII. Now I have a niche business that does $lMM a year.

...And I would name this "The Parrot Story," and I'd put it in my arsenal of fables that I use when I'm beingthe niche marketing character.

With that example in mind, brainstorm a quick outline of at least one fable you can use to support yourcharacter.

WEEK 2: HOMEWORK ASSSIGNMENTS

PART 5: SECRET LANGUAGE

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All tribes and subcultures have their own secret language and rituals. We as marketers certainly have a languageof our own, right? Who else would understand such weird terms as PPC, Black Hat, OTO Page, ReverseSqueeze, and so forth?

And when it comes to having a character that bonds with your audience, you need to speak the secret language.And it also helps to create the secret language as well. Consider what I've done in this course.

I created the term "Mass Control Money Magnet," for example. With my Serializer students, we talk aboutSMSs and SMAs. In the Underachiever world, we talk about Flycatcher pages. These are all components of asecret language I invented. You can do the same in your market.

So in this section, I want you to do two things:

First, write down terms and expressions that are unique to your market::, _

ext, brainstorm some new phrases you can introduce to your market that will become part of your "secretlanguage." _