How Personality Brings Home The Bacon In Advertising II

Have you ever seen a marketer whose raw personality was so magnetic you couldn’t ignore it?

If the answer is “no,” check out this site.

Take a close look at the power of persona in action.

Love him or hate him, The Rich Jerk has brilliantly capitalized on the power of persona.

Here’s proof, first check out his earnings proof on his page. Yep, it’s real (I know him). Next, consider the fact that copy-cats are rampant like the Adsense Jerk, The Rich Jerk Apprentice, the Poor Jerk, ect. Of course you know, imitation is the most sincere form of flattery.

Here’s what I find fascinating about the Rich Jerk persona… the guy doesn’t pander to his audience. His in-your-face style is not kind, nor gentle, yet he attracts people in droves.

Most people believe they have to appeal to a “wide audience.” That way, they get maximum acceptance. After all you would NEVER want to tick off a potential customer!

Right?

NO… ABSOLUTELY WRONG!

When you mix part outrageous marketing with a hefty dose of proof, it’s a delicious recipe for some butt-kicking conversion!

But, this style of marketing isn’t for everybody. In fact, most of the marketing herd would never take such a risk. That’s fine, because when brilliant marketing meets the power of persona, only risk takers will reap the rewards.

And there’s so much “me too” marketing out there, it makes stuff like this really stand out.

Why?

It’s the power of contrast.

Which one stands out the most?

What is more memorable?

Who would you rather prove wrong… a pompous jerk, or the milque toast everyman?

Do you see my point yet?

I thought so.

Now I’m not pointing out the Rich Jerk site so you immediately go rip off his persona. (If you rip him off, be warned, he has successfully prosecuted a dozen hacks who tried to do the same…) Let me see if another example will spark your imagination…

Remember that weirdo on late night TV infomercials who wears the suit with all of the question marks all over it?

His name is Matthew Lesko, the question mark man!


Irritating isn’t he? All that wacky, hyper persona can really drive people nuts, right?

Well, he’s still on TV, what does that tell you? If you know anything at all about marketing, you’ll know that the fact the infomercial is still running, it MUST be making money.

Ever see some crazy dude on TV selling used cars and discounting them because he just smashed the windshield with a sledgehammer?

How about marketing gurus who go out of their way to be unapproachable?

What about the “beautiful people” you see with snobby attitudes toward “regular joes?”

It’s all the power of persona. It can be used for good… or for evil… but it works!

Cheers,

Million Dollar Mike