Why polarization is a strategy, not a problem
Let’s back into Russell Brunson’s book, Expert Secrets this week, and one framework keeps pulling me back in: The Charismatic Leader and the Cause.
This one’s worth slowing down on because it touches everything from how you show up online to who you’re actually building your audience for.
You're Already the Leader. Act Like It.
The charismatic leader concept is really about your attractive character. It’s how you show up in your marketing and your storytelling. And the goal is not to brag or put together some highlight reel.
The goal is to show your audience that you understand exactly where they are right now. And that you’ve already walked the path they’re trying to walk.
You’re not the hero of the story. You’re the guide. (This is the Hero’s Journey script, the same script that Star Wars, Lord of the Rings, The Matrix and so many more use.) You’ve been there, you’ve done it, you’ve learned it or earned it. Now you’re here to help them get where they want to go.
What makes this work is what Brunson calls the power of certainty. Your audience is already overloaded with information and doubt. When you show up and speak from your own experience with total conviction, without hedging, without “well, maybe, it depends,” that’s when people lean in. You don’t need to have it all figured out. You need to be certain about what you do know and share it like you mean it.
Why I Post About Pride in a Marketing Newsletter
Here’s something I want to address directly.
It’s Pride Month, and I post about it. I post about being an ally to the LGBTQIA+ community. I post when I attend local Pride events. Here in Windsor, our parade is actually a couple of months later than June, so you’ll see more of that from me when it comes around.
And yes, some people unfollow me because of it.
That’s not a problem. That’s the plan.
This is what Brunson calls drawing the line in the sand. You decide what you stand for, you say it publicly, and you let the filtering happen on its own. The people who don’t align with my values are not my people, and working with them would be a bad fit for both of us.
Polarization naturally weeds out the wrong fit and builds a tighter bond with the right audience. I would rather work with someone who’s aligned with who I am than hold onto followers who don’t connect with any of it.
So when you’re showing up as the leader in your space, don’t be afraid to take a stance. Make sure your audience knows exactly who you are.
Sell the Destination, Not the Product
The second half of this framework is what Brunson calls the Cause. And the idea here is simple.
People don’t buy products. They buy the destination.
So when you’re marketing what you offer, stop leading with features and start painting the picture of where your audience is going. Show them what life looks like on the other side of the problem they’re dealing with right now. Make that vision vivid enough that working without you feels hard.
You also want to explain why a simple fix or a minor improvement won’t get them there. And then introduce what Brunson calls a new vehicle. Not just a better version of something they’ve already tried, but a completely different approach to reaching their goal.
Here’s an example. Everyone has some version of a content calendar. But if I build a Notion template that pulls everything together in one place, that’s not just another content calendar. That’s a new vehicle. A different way of getting organized, saving time, and actually getting content done.
Hint: you’re going to want that template. Here’s a link to get your copy: CLICK HERE!
This Week's Quote
"A leader is one who knows the way, goes the way, and shows the way."
