#381 – Charisma Hacking And How It Can Improve The Voice Of Your Brand with McCall Jones
Ever found yourself magnetized by a speaker’s presence, hanging onto every word as if it were a personal message just for you? That’s the power of authentic charisma, and our special guest McCall Jones, an electrifying speaker from Funnel Hacking Live, knows it all too well. Together, we tackle the art of becoming an attractive character in the business realm, sharing stories and strategies on how embracing your unique personality can skyrocket engagement and build a loyal following. From the nitty-gritty of marketing beyond Amazon to the nuances of public speaking, McCall spills the beans on cultivating trust and leadership through genuine connections.
There’s a certain magic in the way a leader conveys their message—whether on stage, through a webinar, or across social media platforms. Our conversation with McCall Jones dives into the transformative impact of an “attractive character” and how it transcends mere appearance, blending substance with style to create a resonance that truly captivates an audience. As we dissect the charisma styles that define our essence—entertainment, compassion, authority—we realize that an individual’s unique mix is their superpower. This episode is a playbook on recognizing your inherent charisma, wielding it to charm the masses, and mastering the fine balance between attention, engagement, and conversion.
Wrapping up, we leave no stone unturned about the role of charisma in your Amazon business’ success. It’s not about emulating heavyweights like Tony Robbins; it’s about discovering and honing your charisma counterpart to amplify your strengths. We open up about the common pitfall of trying to appeal to everyone and how, by being unabashedly you, you’ll naturally attract the right tribe. So, if you’re ready to unlock the secrets of authentic charisma, to enchant and convert with the real you, this is your call to tune in. And for those yearning to dive deeper, join us in Hawaii for the Billion Dollar Seller Summit and Level Up event, where McCall will be casting her spell of wisdom.
In episode 381 of the AM/PM Podcast, Kevin and McCall discuss:
- 00:00 – Attractive Character and Charisma Model
- 07:36 – The Power of Charisma in Marketing
- 12:40 – Effective Communication for Video Success
- 15:59 – Engaging Characters in Videos
- 16:15 – Creating Charismatic Presence in Speeches
- 23:55 – The Importance of Warming Up
- 26:18 – Engaging Audience Through Pain and Consequences
- 30:06 – Importance of Engagement and Audience Response
- 33:04 – Understanding Attention Span and Charisma Style
- 40:25 – Different Charisma Styles in Convincing People
- 46:19 – Maximizing Personal Style for Effective Communication
- 46:43 – Charisma to Attract and Convert Audiences
- 50:41 – Authenticity in Online Marketing
- 56:10 – Testing Influencers for Brand Alignment
- 1:00:27 – Understanding Your Brand as a Character
- 1:00:39 – Kevin’s Words Of Wisdom
Transcript
Kevin King:
Welcome to episode 381 of the AM/PM Podcast. My guest this week is McCall Jones. I first saw McCall speak at a funnel hacking live conference back in September of last year and she was talking about the attractive character, the charisma model that she has. It’s an amazing concept that I think every entrepreneur listening to this podcast needs to know, either for themselves and or for their brand, and that’s what we’re going to dive in today. I think you’re going to learn a lot about this. She’s going to also be speaking at the Level Up event, which happens directly after the Billion Dollar Seller Summit. It’s my second event that’s happening back to back in Hawaii, in Kauai, Hawaii, and Level Up is for empire builders that want to Level Up their game and want to take their business to the next level. A lot of people that are coming to the Billion Dollar Seller Summit are staying for that as well. And speaking of the Billion Dollar Seller Summit, the in person one is in May in Hawaii, may 18th to the 23rd. Level up, where McCall will be speaking, is May 23rd to the 26th, also in Hawaii, and the virtual event is happening in just a couple of weeks. So you can do that one from anywhere in the world. You can go to billiondollarssellersummit.com and get all the information on that one. You definitely want to be at that. We’ve got some amazing, amazing speakers, including some doing well into the millions of dollars per month on TikTok. A lot of cool Amazon hacks and tactics Speakers that have won top prize at other events. You don’t want to miss the Billion Dollar Seller Summit virtual event happening in a couple weeks, the 21st and 22nd of February. In the meantime, enjoy this incredible and awesome episode with the fabulous McCall Jones. That’s something a little different for you today. McCall Jones, how are you doing?
McCall:
I’m doing so well. Thank you for having me. How are you doing?
Kevin King:
I’m excited. This is going to be a high energy podcast, I think, because you’re always full of energy.
McCall:
This is going to be awesome. I’ve been in caffeine the whole time.
Kevin King:
For those that are listening to this podcast, it’s a little bit different that we’re doing today. A lot of times, I’m talking about Amazon and the latest ways to do your advertising and the ways to do shipping or something, but there’s something else that’s super important out there that I think a lot of people that are in this, especially in this Amazon e-commerce space, they forget. They get so entwined in what they do and they’re focused on that they lose sight of, some of the times, the bigger picture of things. That’s why I wanted to bring you on. I saw you speak last year at Funnel Hacking Live. I tell my audience a lot of times. I go to a lot of Amazon conferences. I speak at a lot of Amazon conferences. Some of my favorite ones to go to are not Amazon. They’re more entrepreneurship or more general marketing. That’s what Funnel Hacking Live is. Was it? 4,500 people were there in Orlando or something like that.
McCall:
Yeah, I think 5,000.
Kevin King:
Something like that. There might have been, I don’t know, 20 or 30 guys that sell on Amazon there. The rest of them were all doing funnels and all kinds of other stuff. But what I get out of it is it expands your horizons. I use those events. I brainstorm a lot at those events. I’m sitting there and it may not be some tactic that I’m going to use, but I’m like, wait a second, what they’re talking about is actually fundamentally good if we apply it to this and this and this. You came up and you spoke. I never heard of you before. You spoke on day three, I think it was. It was like a 20-minute, 18-minute, 20-minute. It was a short presentation but you just rocked it. I sat up in my seat and I was like this girl has got it. This girl what she’s talking about. I think it went over some people’s heads and they might not have totally got it. This is fundamentally important. I go back to the psychology of marketing and the roots. You didn’t give away some hack how they’re going to make a million dollars tomorrow or how they’re going to set their funnel up, but you said something that’s very important around this thing called the attractive character. What the heck is an attractive character?
McCall:
I think of myself as a human amplifier. Basically, my entire job is to help other people attract people to them. The reason why it’s called an attractive character? Because a lot of times people think, oh, it’s a good-looking character, that is the front face of a business. But it’s an attractive character because it attracts people to the business. It basically means you are the face of your company and that you, with your face, are selling and attracting customers to you. The whole premise of attractive character is to use your personality and use your charisma as almost like a weapon against your competitors and to get people to fall in love with you and follow all of your stuff. And to use your personal brand yeah, because people like to work with people. If you can put a face on a product, then it makes people trust it more.
Kevin King:
If you’re the face of the product, you’re the influencer, you’re the guy on Facebook, you’re the guy teaching the course or getting people to come by your thing. That’s one thing. We’ll go down that path in a minute. But there’s also another aspect of this which you didn’t cover as much in your talk but I think is applicable is the attractive character to a business, because a business, legally a corporation, is a person in legal, straight up, legal terms. A corporation is considered a person. If you’re not the spokesperson or the public representation for your company. You need someone that is, you need an Aunt Jemima or you need the Uncle Bob on the barbecue sauce. That’s maybe it’s made up character A lot of people are doing now and Perry Belcher talks about this he spoke also at the event but of actually going and using AI actually to create an avatar and attract. He gives the example of a gardener. He’s like who’s our audience? Our audience is women of this age. They drive this kind of car, they live in this kind of house, they like to grow these kind of vegetables. He’s got a system where he puts all this kind of stuff and digital marketer does this too A system where they put this into a database and it spits out a character. This character even makes a picture of her. This is what Sally looks like. She’s 62 years old. She likes to garden on Wednesdays and Fridays. She likes to do this. She does that, creates this avatar that draws people into them A lot of our guys. They may be like I’m behind the scenes, I’m not the guy, but I think you could do this. You’re same principles for creating an avatar, creating something that represents your business, the Aunt Jemima of your business, or whatever it may be. What is it? Your background to actually get to this point was what theatrical right.
McCall:
Yeah, I grew up as a performer. Starting at age six, I spent all of my time either on a stage or in front of a camera. In high school, I did a couple of movies. I was in Disney’s High School Musical 2. Then, all through my 20s, I taught performers singing and voice and stage presence lessons. Then, in 2020, I taught performers hundreds and hundreds of performers. That Then, in 2020, I went to Funnel Hacking Live for the first time as a spectator. I didn’t know anything about internet marketing because my sister-in-law was speaking. I sat there the very first day of the conference and this woman sat next to me and she was complaining how people weren’t staying and watching her videos. She talked about how people kept leaving her webinars and how her videos were awkward, but she didn’t know why and she couldn’t get people to click on her Facebook ads. I sat there and I turned to her and I was like I think I can help you. I think I can help you. I started Charisma Hacking. That day at Funnel Hacking Live, Russell Brunson, who’s the founder of the event and of ClickFunnels, the company he got on stage and he said if you have something that’s going to change people’s lives, it’s your moral responsibility to give it to them. I literally left that first day of the conference with a new business and with a client. Then, after working together, even in a couple calls, I figured out that she was facing the exact same problem that I had solved for myself growing up as a performer and that I had solved for all of these performers that I had taught before, and it was just that she was not being herself, Even though she was doing webinars instead of music videos or speeches instead of concerts. All the principles were pretty similar. As we worked together, within four calls we 12X’d her click-through rate on our Facebook ads, but I wasn’t setting out to do that. I was just setting out to make her herself, and it was at this time that I discovered not only that Charisma Hacking obviously worked, but that people like people who are themselves. They pay more attention to people who are actually being themselves and they buy from people who they actually feel are being themselves. Charisma Hacking was kind of born in that moment and since then helped thousands of entrepreneurs basically do that be themselves and attract and engage and convert customers even more.
Kevin King:
I see so many people. They’re so worried about what other people think or how they’re going to be judged or this, and they’re just afraid to just be themselves because they might Upset someone or isolate someone or they’re not gonna have the perfect image. How do you, how do you get someone out of that shell? How do you get someone out of that that process?
McCall:
Yeah, that’s a great question. I think the first thing I would say is like a lot of times the advice out there is like be controversial and I think that people don’t. I Think that people kind of fall on two sides of the coin. First they say like I Don’t want to be controversial, or have people dislike me or have people reject me, so I’m not gonna say anything, and on the other side, I think that people think that be controversial means like be kind of a an a hole, you know, and I don’t sense it or something. Yeah, it’s, it’s that Our, our job is just to help people choose a side. Right, it’s just to help people choose a side of anything. And how we get people out of kind of that fear of rejection is, is we start to talk about First kind of what’s more important? Right, it’s what’s more important helping the people who are maybe going to suffer the consequences that you could prevent. You know, we talk a lot about People who have told you you’re too much something or not enough something else, and that they are wrong. And that you know, when you are being yourself, you attract. You attract the people who should be there and when you’re not being yourself, you are repelling people who would like you anyway.
Kevin King:
Yeah, I mean, it goes to even public speaking. I mean, a perfect example of this is that my billion dollar seller summits and you’ll see this in effect in May as I do a cash prize for the best speaker. No, for the, for the Amazon part, for the part that you’re speaking and you’re speaking at level up, so it’s they won’t be part of that, but for the, the Technical side of things, and because I want people to come up on stage and deliver next level stuff, I don’t want them to do the same presentation They’ve done on three other webinars and two other stages and I wanted to be actionable stuff, and so I put a cash prize and then at the end I’m not eligible. I speak but I’m not eligible to win, and so they vote, the audience votes on who gave the best presentation, and inevitably it just happened in Puerto Rico in June that when I’m watching the presentations, I think this is I’m like that is awesome information, but the way it was delivered or the way it was presented was not the same as someone who might have won because, like one, the girl, the girl that came in second place, Janelle’s brilliant girl, super smart girl. She’ll you’ll meet her in Hawaii she came up on stage, kicked off her flip-flops onto the stage, sat down on the stage and, just like, started telling a story, made fun of herself along the way in her stories and talk, had this energy. The other guy that won, he came up there and he made jokes, you know, and invoked humor into it and he has a little bit of an accent he’s from Ukraine originally, so you know Made fun of some of the things. He misunderstood it. But those two people had good information, their talks were really good, but I think what put them over the top was their personality, was their attractive character.
Yeah, the audience wasn’t bored. They sat up and they listened and they were never boring, they were never entertaining and they could relate because they showed warts and all. They showed that they were human and not just like this robot up there delivering information.
McCall:
Yeah, well, we found. So there’s two keys to really being successful on video right, what you say and how you say it. But what we have found is that if you say it the wrong way, then nobody listens to what you say. Right, the whole concept of attractive character is exactly that to attract people to you. But you have to get their attention before they will ever process your information. And charisma is how you first get their attention right and then engage them and convert them. But, yeah, you’re exactly right. The entire reason why I started my business and the reason why I shifted from performers to entrepreneurs is because I saw that there were people who have Amazing solutions that can help people that nobody’s listening to because they don’t know how to say it the right way. You know, or don’t know how to stand out, or you know will be ultimately defeated by competitors because they’re not getting anybody to pay attention to them. So you’re exactly right. Yeah, it’s the information. Doesn’t matter if you deliver it in the wrong way, because nobody listens.
Kevin King:
So to get that, let’s walk through the process. So to get that additional attention, whether it’s on stage Live or whether it’s on video, on a Facebook feed or LinkedIn or whatever, or tick-tock video. What is the? There’s something called the some people say you should use like a six second story, and it’s like Get into some really cooking gauging hook, whether it’s in, then tell either a personal story that the audience can relate to or use humor and start with something humor, because that wakes everybody up and then they fall. They want to follow. What is? What do you recommend? Is that first step to get that initial, let me stop the scroll or let me stop here and actually See what this person has to say great question.
McCall:
So charismatically we call him charisma pattern intreps. It’s we look at like the conviction level basically. So this is the delivery. We’ll start there. So the very beginning of a video should fall between right, if you think of an intensity scale from zero to ten, the beginning of a video should fall somewhere between a seven and a ten. Right, if you start a video with low energy, people won’t, it doesn’t stop anything. So if you think of your own intensity scale, it doesn’t mean that you know Kevin’s intensity needs to be as high as mine, but on your scale of one to ten it’s got to be between a seven and a ten. The way that we do that is we choose topics that have more conviction in them, right, things that you actually care about, so you’re not just trying to like speak louder which actually does nothing right. So things that you actually care about. So that’s delivery wise. As far as like the content of it, yeah, starting with a hook always a good idea, the best kind of hooks that that we talk about, you know. On top of that, to kind of combine it with the charisma, or hooks that have stakes Right, or hooks that have consequences, and it’s just helping somebody identify like. This is for me, and if I listen to this, then something will happen. It’s all about return on you know kind of the investment, but the first investment that somebody is making is their time, so they have to know immediately is this going to be worth my time? When you talk about humor, be worth my time can also be like was this so amusing right that I felt like my time was well spent with information? It’s are they going to give me a piece of information that I feel will move me forward or kind of help me pick that side or choose a side, like we said before. But yeah, the faster you can let them know this will be a positive return on investment of your time. The longer people will stay and the more they’re likely to like go from just watching a video to watching your entire channel and then investing more time into you, the person.
Kevin King:
Do you need to do that every time on your, on your, on your videos, or is it just like the first time, like the cold, like a Cold audience start? Do you need to do it have? Do you need a second effect? Here’s a cold audience start and then, okay, this is a warm on at start. I still need to engage them a little bit. Is there a difference between the two on that? When you, when it comes to video or even a Stage because I can, I can go up on one of my stages for billion dollar, so so, and everybody knows me and I already have instant rapport, instant everything. But if I go on a funnel hacking live stage, most that audience and never heard of me, who is this dude so so in my audience is gonna pay attention by default Because they’re there partly because of me, but if I’m on a front cold stage, I don’t know anybody. What’s the difference in how you would do that engagement or that great start, creating that attractive character?
McCall:
Yeah, I’m gonna be honest, I approach it the same way. I approach it the same way as far as, like content for hook. I think the positive return on investment for any video is super important, if it’s so. The way that I separate it is like if it’s a live stream versus a speech versus whatever. But I mean, every speech needs, needs a beginning and needs a middle and needs an end. Some people just Some people feel like they really get in the flow right when it’s like three minutes into the speech and they can sense it. Right, their intuition tells them like, oh, you know, I spent like the first five minutes kind of Messing around and then I really got into the mean potatoes and from my perspective, I’m like, okay, great, spend the first five minutes messing around backstage and hit the stage running, right, but you can spend that warming up backstage. But bring, bring your people, especially those that know you, your very best material. Right, it should always start with the hook. It should always start with high conviction and high energy, even though they will pay attention. Right, there’s so. There’s three steps to charisma there’s a tension, there’s engagement and there’s conversion. And if those people are more willing to pay attention, that’s fantastic, right, that’s so awesome. That means you can move them faster to engagement and then faster to conversion. But you’re still saying you are, it’s still an exchange of goods, right, they are still spending their time for information or for something. So it’s just making sure that that that Exchange is is level right.
McCall:
A lot of times people do the same thing with a webinar. They’ll be like, oh, you know, like the first eight minutes of it. You know, I, I just talked to people and I welcomed them and all this stuff, and then finally we got into the information and I tell them, oh, awesome, great, backstage right, backstage eight minutes, awesome. As soon as you get into the information, that’s where your stuff should start. So, especially with like scrolling mediums, now you have so much more. There’s so much more opportunity with cold audiences and reach With every video that you’re posting, that if you post it for them and you say like, oh, I’m gonna be on my better behavior, maybe for the cold audience, your warm audience is going to react the way that you want anyway, which is fantastic. But then the thing that you want to think about is your warm audience. If they love it and they are more likely to watch it. They’re also more likely to share it with somebody who’s a cold audience member anyway, right? So if you’re always creating for cold of like, oh, they don’t know who I am and I really need to make sure, like I Start off on the right foot, it’s. It just has more shareability too.
Kevin King:
So getting that, that attention? Do people identify with people who are more, look more and dress more like them, or is it the old thing, like you know why I’m not pretty enough. I mean, obviously a pretty, a handsome guy or a pretty girl is gonna stop the scroll or get the attention initially. What wouldn’t? When it comes to that, how do you overcome those pre built-in human just tendencies to actually do something like that so that you can get that credibility, because you know there might be someone that Doesn’t look the part of what I’m looking for or something? How? What do you do to actually get that attention or to start that attractive character? We’re like, wait a second, let me not judge this book by its care, by its cover. Yeah, actually, what’s some tactic to do that?
McCall:
Yeah, you’re asking great questions, I would. So my entire expertise is based on charisma, and with charisma, right? So charisma, by my definition, or our definition at charisma hacking, is the ability to do three things. So, number one, get people to pay attention to you. Number two, get people to trust you. And number three, get people to do what you say. I work with people of all shapes and sizes, you know, or we want to say, like different levels of of beauty or whatever, and I haven’t seen, um, I haven’t seen when somebody is charismatic in their themselves. I haven’t seen the inability to build an audience based on different levels of, like, physical attractiveness. I guess I know that there are, like, there are human things out in the universe, but I think that I think, if you can attract somebody that will like you in person, right, and then you can attract and get somebody to like you online, regardless of what you look like, right, regardless.
Kevin King:
I think a lot of times. I agree, I think charisma trumps all 100% Added your attitude and your approach trumps any other insecurities or deficits. I guess you might think you have 100%.
McCall:
It just attracts people. It attracts people and they feel it right. The really the only thing that people or the audiences are looking for is it’s one switch. It’s either yes or no right, and when they feel like somebody’s not being themselves. That’s why people come up with words like slimy or salesy or cringy or whatever right. They just are clicking no right. And if somebody is being themselves right, they have so many more opportunities for the person to click yes in their brain, to be like, ah, something about this person I’m attracted to. I don’t know what it is, but something about them I’m attracted to right. So yeah, charisma is king always.
Kevin King:
To get that attention. We’re still speaking on this. First of the three things, the attention. If I’m at a live event, how important is it beforehand? Some people say to really capture an audience or to win them over to your side, you need to go mingle with the audience and go sit in the audience and say hello to a few people to kind of get the vibe of the room or the vibe of the audience. Or, online, maybe, monitor a few chat groups or chats and kind of get what are they into? Is that important or that doesn’t really matter, you’re just gonna just do your thing and attract the right people.
McCall:
Naturally, yeah, so I know why those things are done or said, or people say that they’re necessary, and I’ll tell you why. It’s not for the audience, right? The only thing that it really affects is what I was saying before. I’ve, like, do the eight minutes backstage kind of situation. We’re looking for ways to get in the right frame of mind, right, and a lot of times people so before charisma hacking, truly, people feel like there’s not a way to bottle it, so they’re just looking for ways to optimize it. They’re saying, like, if I’m out in the audience, maybe I will be more charismatic because I’ll feed off the energy of other people. If I talk and mess around on stage for five minutes, maybe I’ll work up the courage so that I am the best version of myself. Basically, those things right. It’s also why people will go to events and feel like they’re on fire and then try to do things. Either at the event they’ll like record episodes of podcasts, or they’ll film ads and stuff, or they leave the event and they immediately try to like gather their team and create content or something. They’re trying to bottle a feeling, or they’re trying to bottle a behavior that they’ve had in a specific situation, with mingling with the audience content-wise, like, yeah, sometimes people will like add audience members’ names into their speeches or something like those are fun tricks and you can do that, but it’s all about making sure that you are getting into what we call your charisma styles, and your warm-up process can look like a lot of different things. Right, you can just be backstage and warm up on your own right, and there are specific ways to do that. You can, if you feel like mingling with the audience helps warm you up emotionally and gets you to that high conviction place, that’s fantastic.
McCall:
I always, always say to warm up before any sort of speech. But I say the same thing with video right, if you’re about to do a webinar, you also need to warm up. If you’re about to do a reel, you also need to warm up, right? It’s probably the same reason why you know a lot of podcast hosts will talk to the person they’re about to interview before they have the podcast. You can intuit that, oh, there needs to be some sort of warming up process here. It’s just saying, like, how much can we systemize back and then find what actually works? So we’re not guessing the whole time. But yeah, that’s why people say it. They’re just, they’re looking to bottle a feeling that happens in specific environments for them and they’re trying on, almost like, different outfits of warming up to see what works best.
Kevin King:
So, once I’ve got their attention, how do I engage them? What is the best? What are some tactics to actually engage them?
McCall:
Great, yeah, great question. So with attract or with getting their attention, it’s all about what we call their entertainment style. So it’s like do they think you’re fun, do they feel like you have high conviction? And high with that high conviction comes like kind of that higher energy. The next part that people have to do is so first they’re looking outward towards you and they’re saying do I wanna pay attention to this person? The very next thing that the audience has to do is they have to look inward and they have to say is this for me, should I engage with this content? Because is it relevant to me? So they have to say, oh my gosh, I have the problem that they’re talking about, or this information is relevant to me and oh my gosh, I need this problem solved. They have to feel compelled to choose a side somewhere. So the way that we do that is a lot of times when people dive into their customer avatar, they talk about like the pain points, the pain points of your people. So knowing the pain points of your people, what they’re going through, what they think emotions, things like that really important, the more you know what you’re trying to solve for a person, the more likely they are to engage. So you dive into those pain points and you really try to get into their head and we just need identifiers so that the audience self identifies oh, this is for me, this is for me. And then they engage, whether it’s in comments or in the audience. You get them to raise their hand or they like it or something like that, and then they can share it as well. If they self identify and they say I know exactly who this is for, then they share it as well. The very next step from that, which is also engagement, is we talk about consequences. So we first have to set up the pain that we’re solving for them and we have to get to know that really well. And then we have to frame what happens if they don’t solve that pain. And the more they can realize like whoa, this pain is something that I need to solve, I need to move on, then they engage even further and then they move into kind of our movement action conversion phase. But those are the two ways that they engage. So knowing the pain points really really well and then framing out the consequences of like what happens if you don’t act, are the ways to really engage an audience.
Kevin King:
So it’s kind of similar to a webinar psychology structure where at the beginning, you wanna give them, you wanna get their attention and you wanna actually give them some storage so they can relate. And a lot of times it’s I used to sleep on the couch and I had $7 in my bank account and now I’m a millionaire or whatever like you can do it too. And then it’s a series of yes questions, like would you like it if you could do this, would you like it if you could do this? And it’s like you want them hitting yes, yes, yes, yes. So it’s kind of similar to that same structure of building a successful webinar. That’s interesting. On the engagement, how important is it to make sure they relate to a story of you? Do you need to use a story of you or a story of one of your other customers or somebody, or can you? We need to have an example in there that they can go. That could have been me, or that could be me, or how important is all that?
McCall:
Yeah. So when choosing stories, because a lot of times people will just add stories because they hear stories sell. And what I say is just the right stories absolutely will sell. It’s not about how dramatic the story is, it’s how many parallels there are from the people in the story to the people in the audience. So if you can say here’s where the audience is at and here’s where they wanna go, if you can tell a story of somebody whether it’s you or a client that you’ve worked with that started where the people are at or even lower or further back than the people in the audience and they have ended where the audience wants to go, all of a sudden they see that and they’re like, oh, if you have shown that you could do this, starting where I’m at and getting where I wanna go, then I feel like I am more likely to be able to do that as well. You know, a lot of times people tell kind of the rags to riches stories. What they’re trying to show is I have done this so I could do this again with you. They’re just increasing what Alex Hermosi calls it, the perceived likelihood of achievement. You are trying to get them to see themselves in the story. So, whether it’s you or a different client, it’s all about the details. It’s about how well do you know this person and how well can they see themselves in your story. And, yeah, that does move them along and it does help them feel like, oh yeah, I can do this, I can do this. I see myself in this for sure.
Kevin King:
So this applies whether you’re selling a court, you’re trying to get someone to buy a course or a webinar or a conference, but it also applies if you’re trying to get someone to buy a product. I mean the character it’s like. This is how you suck it. I know I feel your pain. I couldn’t cook either, but with this new device here I can cook meals that my husband just loves. You can apply this along a ton of categories. What about sound? When you’re trying to get engagement? You know you look at Tony Robbins and he’ll have. He has a DJ when he presents. That’s in the back, not spinning up records, but he’ll say something and it’s on cue. They’ll play six seconds of a lyric of some song just to like cement that point. Or he’ll act to keep people engaged. You’ll say something like, hey, everybody, all right, three hits. If you like this, clap three times. Or you see some of the people at Funnel Hacking Live do that. How important are those kinds of things to actually keep people in that engagement and keeping it going either sound or actions or whatever, more than just nodding your head or saying something.
McCall:
I would say that the thing that they’re all doing correctly which is really all that you need is you’re just asking for the engagement that you want and then you can gauge whether or not people are responding or they are engaging, whether or not they respond. So, for example, there were a lot of times during my Funnel Hacking Live speech that if people didn’t respond as loudly when I said say yes or like say light or whatever, as they had before, I knew that they needed to dial back in. So I’d have them say it again. So I’d be like say light and then if, like, half the audience was saying it, I was like nope, say it again, and it makes them dial back in. So asking for engagement also allows you to kind of gauge where the audience is at. As far as like the sounds or like tap this or whatever, I think they’re just asking for a unique engagement that makes people maybe dial in more. I haven’t done any research on like the lyrics or anything like that. From my perspective, they’re just asking for engagement. They’re asking for engagement and then they’re able to gauge whether or not it’s working. As far as like music and things, music definitely causes emotions. It’s why they play like soft music in the background that while you’re writing journal entries and things. It’s why they have walkout songs, so like people could use music for that. But anybody who is new to speaking or new to engaging people a lot of times they will feel inadequate or they will feel like an audience doesn’t like them because they forget to ask the audience what they want them to do, or tell the audience what they want them to do, and it’s exactly like the guy in the back situation where it’s like is this making sense?
McCall:
And then the audience doesn’t know how to respond, so that they feel like the audience isn’t actually paying attention to them and then they feel insecure and then all of a sudden they’re like trying to compensate because they feel insecure, right, and it’s just kind of like snowballs from there. Instead, if right from the beginning you know I don’t know if you saw Brad Gibb and Ryan Lee the very first day they did the whole speech on movement. They were my clients, so I helped them with that speech and right from the beginning, right, they were asking for engagement and if you do it right from the beginning, the audience is used to it and then they will engage with you throughout your entire speech as well. You just have to know what to ask for. Right it’s, I mean at the, at the simplest level. It’s like when people say comment below for this right or type this in the chat. If you’re feeling this, yeah, it’s just asking for it and engaging, whether or not it’s happening.
Kevin King:
So how do you, how do you when on the engagement, how do you help the audience minimize distractions, whether it’s if it’s an audience, if it’s an audience, that’s live. You know you don’t want to mess them with their phone. Obviously people, most people, turn their phone off and stuff like that. But yeah how do you minimize that? Or if it’s a video, the kids are coming in saying they’re hungry or whatever, and you lose, you loot. You want to get them into that place where they’re like wait, wait, wait, I’ll talk to you in five minutes. I got to pay attention. How do you get them? And I keep them in that gaugements. So they’re like not right now, let me talk to you in 10 minutes. How do you keep that going?
McCall:
Yeah, this is so silly, you make me a video really entertaining. The the interesting thing. So a lot of times people, people will talk about, especially right now, that Attention spans are getting shorter, and I just believe that is not true. I don’t think that attention spans are getting shorter. I think we are. I think our taste is getting better, right, I think that people, people’s taste has has risen because if, if you can get in a 15-second video the same amount of value that you could get out of a five minute video, then the 15-second video is better, right, if it’s the exact same amount of value, you’re delivering it faster. So our taste has gone up, being like, oh yeah, I’ll watch this instead. Right, a video is never too long. It’s too boring, right, there are videos online that are seven hours long, and if they can engage somebody the whole time because they’re entertained, then the video is not too long, right, it’s as soon as people start to drop off. That’s where you know, like the max link. So in order to get and keep people’s attention, it just has to be entertaining, right? Whether it’s asking for that engagement, you know, while you’re on a live stage, or it’s adding things like you know, adding things like jokes, things like that. Making sure that there’s dynamics in a video is super important. Whether you know the, the first kind of dynamics that people know About with charisma and people usually they say it a lot is monotone, right, they’re like I just don’t want to be monotone. That’s only one kind of Dynamics, right, monotone is the lack of dynamics in vocal pitch. Right, to get really geeky, it’s that there is no variation and all of a sudden it starts to fade into the background. Right, but if you are not a super expressive person, you don’t have to all of the sudden modulate your voice up and down, right? The next way you can add dynamics is by different emphasis on different words. Right, it’s making sure that your video is full of dynamics, that you are studying where people fall off of the videos and adding more dynamics there. Right, it’s just making the video more entertaining.
Kevin King:
It’s kind of like when you first start dating or when you first fall in love with somebody. You might be sitting there on the porch talking on the back pack porch, talking them for seven hours and you look up and you’re like that felt like 15 minutes.
McCall:
Yeah.
Kevin King:
It’s kind of like you want to get into that, find a way to get into that, that first date first fall in love zone with your audience. And how do you keep them in that zone to where, when they they’re not looking at their watch, like who’s the freaking next speaker, when’s and when’s lunch, they’re like so captivated, like keep me more, give me more, give me more. Yeah, and that’s hard to do, but but it can be done by everybody 100% it.
McCall:
Honestly, it was two things you know it’s what you say and how you say it. Right and we talked about this a little bit before. The how you say it part is your own charisma you have to have, you have to be in your own charisma Styles what we call charisma styles and that just means you are being actually yourself at all different intensity levels. You’re actually being yourself, the what to say part of it. First, you have to be talking about things you care about. A lot of times, people be like, well, I’m just making educational content and I’m like, okay, well, if it educates them, but you don’t care about it, they’re not gonna listen to it anyway because it’s gonna be boring, right? So making sure you actually care about what you’re saying automatically makes it more charismatic, just the way that you speak about it. And then, beyond that, right, it’s knowing your audience really well and knowing what they want to hear, right, knowing what’s going to help them the most, knowing where they’re currently at, where they want to go right, and just doing all that audience research. So if you know yourself really well, right, and you can truly be yourself in all these situations, right, and then you know what you care about. So what? That is like the first umbrella of stuff you can talk about and then from there you say, okay, and what is actually helpful to my audience? If you have all three of those things and people will, they will come, they will stay, they will buy everything like they, they become your ideal audience because they want everything that you’re putting out. You just have to have those three things they become raving fans.
Kevin King:
So after you got, I think have you’ve done this and you’ve converted them into raving fans. How do you convert them?
McCall:
How do you convert like money? How do you convert that money? You?
Kevin King:
said that’s a third step in this is Is converting them. So how do you, how do you convert them to doing, taking whatever action it is that you want them to do?
0:37:03 – McCall:
yeah, great question. So first we attract right, we get them to pay attention to us, then we get them to say, oh my gosh, this is for me, I have this problem. Whoa, I need this problem solved. The final step is what we call authority, and all you’re doing is, at that point, they’re ready to choose somebody to solve the problem. They know they want it solved because of all the things that you said and how you’ve had them engaged or have had them engage. And then they’re just saying, okay, now who can solve this problem for me? And at that point you are just showing them how you can solve that problem. Right, you are establishing your authority. Right, if you’ve done all the steps in order. At that point you are either saying, right, depending on what your Charisma style is, you’re saying I have the missing pieces that you’ve been looking for the whole time. So, of course, like you should go with me and I’m going to solve your problems and everything’s going to be great. Or I’ve helped somebody exactly like you succeed, so I can help you succeed too. And they’re like, oh my gosh, yes, of course, like I’m going to go with this person because I can see myself succeeding with them, or I’ve watched this path, I have already done this and I can show you the track record of me doing it and you know so you will be safe in my hands. Basically, right, I, I am more likely to get you where you want to go. Right, and that’s how you convert them. It’s all about that setup. You got to get them to pay attention, because if they never pay attention, they never get to the point where they convert. You got to get them to relate and say, whoa, okay, actually I need this. This is crazy. Then you have to add the urgency part of it, which is the consequences for them to say, oh, and I actually want this solved. And then it’s just opening the door and saying, oh, and here’s my authority, here’s how I can prove to you that I am capable of solving this, or I am the best person to solve it for you. And then they move wherever you want them to go.
Kevin King:
Like one of the things that you showed when you spoke is you said there’s 54 character types. There’s like three I don’t know what you call them but three like little components to that and some of those have multiple types within that component. You got to figure out okay, out of this one, I’m one of these eight. Now, this one I’m one of these seven or whatever the number is. And then you said a lot of people they make they don’t really sit and analyze that. They look at Gary Vee and like oh, Gary Vee is doing it this way, that’s working. Or Mr. Beast is doing it this way, or Russell Brunson is doing it this way, or Kevin King is doing it this way. Let me try to copy their style, because obviously that works, that converts, because whatever they’re doing is working, they’re successful, and you’re like that’s absolutely wrong and you’re actually leaving money on the table by doing that. So what are the three components that make up these 54 character types? And then can you give me for the audience someone that might know you know, like you gave some examples like here’s the rock and he’s somebody that the audience would clearly know. Yeah, totally. And give a few examples of that. I think that was fascinating and will be very enlightening for people.
McCall:
Yeah, absolutely so. It’s called charisma styles, right? So there’s three charisma style categories that make up the core of who you are. You have to have all three of these to be like your complete self. So first is entertainment, then compassion and then authority, and they coincide exactly with all the things that we’ve been talking about. Right? Entertainment is how you get people to pay attention to you, compassion is how you get people to trust you and engage with you, and authority is how you get people to choose you and to move to action. Right? So all three of those charisma styles make up the core of who you are. So, within those charisma styles, you are one of each of those. Basically, you think of it as like a recipe. So, within authority, we’ll start there with authority. There are three different styles of authority. You are only one of them, and the problem is when people use the one that is not natural to them, that’s, when they don’t convert people. So first, I want you to imagine there’s three vehicles. They’re all going to a location, right, they’re all going to get there at the same time, but the way that they get there is different. Each one of them coincides with a different charisma style. So first we have light authority, or light the path. Those people say this bus is going to this location. This bus is the only way that you’re going to get there. All I have to do is convince you to get on the bus. These people are very framework focused, and the more they can convince you that this framework is the missing piece, that’s all you’ve been missing. This framework worked for them, so this framework will work for you, the more likely people are to move this. My favorite example of this is Russell Brunson. He talks about a funnel. He says if you use a funnel, you will succeed. And the more people believe that a funnel is the thing that they’ve been missing, the more likely they are to convert with Russell Brunson. So that’s light authority. The second one is called lift authority, and lift people say I think my client should be in the driver’s seat, I think I should be in the passenger seat giving them directions. But I want to show them all the people who have succeeded and made the journey exactly like them, so that they know that they are capable of making this journey. I am a lift. Another example of a lift is Ramit Sethi, who wrote I will teach you to be rich. He says. All of the students that I’ve walked through this program, they have all created their own rich lives from all these different, diverse backgrounds. They were all able to do it. So you can do it too. Right? The final one is lead authority, and lead authority says I should be in the driver’s seat, I should be the one that takes the turns. All you have to do is get in the back of the car, right? So this is like Tony Robbins, this is you, Mr Kevin. Right, I’m a lift, I’m a lead. I’m a lead, I’m a lead.
Kevin King:
I’m a lead.
McCall:
So the more you can convince somebody or show them that you have walked the path, the more likely they are to say oh well, Kevin knows what he’s doing, like he’s done it, so I can do it too, because he’s going to show me all the shortcuts Right. So within those you are either a light path, a lift the person or a lead the way Right. When you use your true authority style, then it doesn’t come across as salesy, it just comes across as oh, I know what I’m talking about and I’m going to help you get there Right. So that’s authority. Does that make sense so far?
Kevin King:
Not perfect. That’s awesome. Keep going. I love it.
McCall:
Great. So the second one is compassion. So this is how you get people to trust you and engage with you, like we talked about before, and you’re one of these three styles. So we have steady, fix and mirror. What I want you to imagine is that you’ve been stabbed in the leg. You’ve been stabbed in the leg and you have three friends with you. They all deeply care about you. In fact, they all care about you the same amount, but the way that they show that they care about you is different.
So you get stabbed in the leg, steady. The first one comes over and holds your hand and tells you it’s going to be okay. They’re very soft, they’re very emotions focused, and that’s how they talk about and respond to pain and problems. They’re like oh my gosh, are you? This is going to be okay? Right, they are called the rock in a lot of times or in a lot of situations. Then we have affix. You get stabbed in the leg and fix acknowledges the knife. They’re like whoa, that’s a crazy knife man Like you are totally responding appropriately. I know, yep, you, you’re, you’re nailing it Right. I this is, this is an appropriate response based on what you’re going through right now, right. Then mirror, mirror. People respond with reactions. So they’re like oh my gosh, you’re crying, I’m going to cry, whoa, you’re screaming oh my gosh, I’m going to scream too, right? They respond by showing you that they’re on your team, right? So how you respond and talk about pain and problems, either steady right you hold their hand, fix, you acknowledge the knife. Right, this is like you, Mr. Kevin, you’re affix.
Kevin King:
Yeah, you got me nailed already, you are. You are becoming down.
McCall:
I’m a mirror, right. So anybody who watches the video example of this, right, you’ll see, every time that you, Kevin, are speaking, I’m, I’m reacting and I’m using my facial expressions because that’s how I talk about and respond to pain and problems, right. So, steady, fix and mirror. So you’re one authority and then one compassion. The final one is entertainment. So entertainment is how you get people to pay attention to you, right, this is what we call the fun part of our charisma. So there’s six entertainment styles and you’re one of them. So first there’s a maze, and a maze is like Paul Rudd or like a Brennan Bershard or Elwoods. They’re very bright and it sounds very much like this, right, Daniel Radcliffe is an amaze. Then, excite. Excite is all about enthusiasm. This is like Mr Beast, this is like Mark Rober, this is Russell Brunson, this is Kelly Clarkson. Right, it’s all about the enthusiasm. Jimmy Fallon is an excite, right. The third one is charm. Charm is all about the playfulness. So this is like Ryan Reynolds and like Anna Kendrick, even like a John Krasinski or Jim from the office. Right, they are very like cheeky and playful. That’s how they get people to pay attention to them. So that’s the first three. Then we have perform. Perform is very theatrical and the way they get people to pay attention to them is like Robin Williams. Right, they’re very theatrical and they use like voices and weird facial expressions. I’m a perform. Then we have impress. Impress intensifies with weight and the way that they get people to pay attention to them, like Oprah or like Brene Brown, even like the rock Right, he’s an impress as well. I would say you, kevin, are also an impress, right. You get people to pay attention to you with how you are emphasizing things and the more intense you feel about something, the more you lean into it. So that’s impress. And then finally, there’s roar. So roar is like Tony Robbins, it’s like Jennifer Lawrence, and they intensify with power. They always feel like they are, it’s just all power forward.
McCall:
So you’re one of those six entertainment styles, right. So it’s either a maze, like Brandon Burchard and Elwood’s excite, like Kelly Clarkson or like Jimmy Fallon. Charm like Ryan Reynolds or Anna Kendrick, which is very playful. Perform like Robin Williams or like Kate McKinnon from SNL. Impress like the rock or Brene Brown, or roar like Tony Robbins or like Mila Kunis or Jennifer Lawrence. So your recipe, right, your style recipe, what we call it, is your one authority, your one compassion and your one entertainment style. When you’re all three of those, you’re the very best version of who you are. That’s when you can attract people using your entertainment. You can engage people and make them trust you using your compassion and you can move people using your authority style. So that’s what we do with our company and that’s what I do with all. My coaching is I get people in their charisma styles and I make sure that they’re using the right ones so that they are attracting, engaging and converting audiences all day long.
Kevin King:
It’s really fascinating stuff and I think a lot of people. How do you get someone so if someone like you’re working with a client and you just like you just analyze me, I mean pretty, really good, right, right, right there, and we don’t know? I mean, we talk one time before and that’s it, so you already figured me out, so that that’s, that’s really good. What would I, if you’re advising me and coaching me, would? Maybe I’d be making a mistake. If I’m like doing a presentation, I’m trying to be a roar guy instead of an oppressed guy, and that’s where the I use. You have to dial someone back and say, no, quick, trying to be like Tony Robbins, you need to be this and focus in on this and your message delivered in that way, in the, in that, and that’s what you really.
McCall:
and when people do that, they all of a sudden just shoot up on everything, right I will tell you it is crazy how fast charisma styles works, because it’s exactly what you just said it’s it’s showing people who they are, and then we do what’s called a charisma counterpart. So I show you like this celebrity is not only the same styles as you, but you can model them exactly right this celebrity or this business person so you can see what your own charisma kind of looks like. There’s only 54 different style recipes or style combinations, so people are the same, right, and then we just make you yourself right. What people don’t realize is they actually they have been building the skill set of attracting, engaging and converting people right in their lives, their entire lives, right. But then, when they think it comes to business or sales, they try to start to like learn new skills or things that they’ve never done before, instead of using the ones that they already have. So at the beginning it’s just kind of getting you out of your own head and saying like, okay, you know, I know you are trying to be a roar, because you feel like you are maybe like, maybe you don’t have enough energy, so you’re trying to model Tony robins. Instead, I’m gonna give you somebody who has high energy, who’s your same charisma styles. Model them instead, right, or saying like, oh, I’m not enough, like this person, this person sells more than me. I’m like, okay, let me give you somebody to model who’s your exact same charisma styles, who sells a lot of stuff, so that you can stop thinking like you, as yourself, are not enough or are too much or whatever, and we just center you and we teach you to use the skills that you’ve always. You’ve always had, right, and that’s yes, that’s why it works so fast, because, people, we just teach them to be themselves and then we teach them to be themselves in different environments. And it’s amazing, it is so cool.
Kevin King:
Do you only attract other people in your that match you or kid or your track cost of spectrum and then it’s like out of the fifty four, there’s six of them or I don’t know, I’m just making stuff up here, six of them that you’re going to repel, but you don’t want them. And I always say one of my sayings in business is you’re not pissing someone off, you’re not doing a good enough job if you’re not isolating people. You’re trying to attract too many people, you’re trying to appeal to too many people. But this is applied to charisma styles, to where there’s certain ones like, like signs of zodiac, certain ones bond together and certain ones don’t, or is it?
McCall:
It’s a great question. So what we have found we? We have found that people who are in their charisma styles attract people, and people who are out of their charisma styles are using the wrong ones for them repel people. So the way I want you to think about it is what we are doing with charisma styles, because we are truly just making you who you are. We ask all of our clients would you Be more likely to sell somebody or convert them or whatever, if you could establish a relationship with them first, if they knew you beforehand? And all of them say yeah and I say okay. Well, all we’re doing is we’re speeding up the timeline on that. We’re getting people to know the real you. So if they would like you and trust you and write, follow your advice and stuff in real life, then when you are in your charisma styles on video, then they would Like you and trust you and move and do what you say on video as well. So if they would not like you in real life after trying to get to know you, then they shouldn’t like you on video either. Right, what? What it does is it just opens up the door on and so many more people that would be attracted to you but just happen to see a video of you where you are not being yourself. So they weren’t attracted to you because you weren’t being yourself. You know? What I mean Is the reason why people say you need so many touches with people online it so that you have more than one chance. Right, it’s like people spend so much on ads because they’re like oh Well, the first video that they saw me, that was all the way myself, but maybe they’ll get used to me and write by touch twenty seven or whatever, like, maybe I’ll convert them. If we get him to like us immediately, then all the sudden those touches go down significantly and then we move people. We move people so much faster. Yeah, we haven’t seen anything in our data and a lot of people ask that question but we haven’t seen anything in our data that says, like roars are attracted to roars or anything like that. I’m a fantasy.
Kevin King:
They’re tracked. People are attracted to authenticity. One authenticity whether they agree with whatever you’re doing or whatever your general messages, they’re still attracted to the office.
McCall:
The authenticity yes it’s all about. It’s all about the authenticity and it’s fun. It’s fun because Everywhere else outside of all the course my hacking, Charisma styles, things people just stop there they say, oh, be authentic or be yourself. And then people end up Getting really frustrated cuz like I don’t know what that means. Like how much was to be myself? I’m trying to be myself, like maybe I don’t know who myself is right. And the cool thing about Charisma styles all the formulas that we have is we have, we’ve created a science around teaching you to be yourself right and we know when you are being yourself, when you’re not being yourself. We have audience data that says, like, depending on which style you’re trying to model, that’s not your own, we know what the audience thinks of you, so we also can reverse engineer it that way. So I can audience easy as obnoxious or aggressive. We know which style you’re trying to use. That’s not your own. We say, okay, well, we just need to have you use this one, which is really fun.
Kevin King:
Nothing this applies to I Beyond just the human being but all into a brand. You can take the same concepts that we just discussed what is your brand represents, what is your brand and all your messaging, all your advertising, whether that’s you as the face or the message if you figure this out, I think that can explode your brand. You look at some of the top brands. I bet if you analyze apple and Coca-Cola and some of these and put these into your model of a of charisma styles, I bet you’ll find the same kind of patterns that just happened, naturally, and what they do. And so I think I think this is brilliant stuff and this is why I want to bring you on, because this is stuff that people. You’re not gonna get this in some amazon course or like amazon event with a bunch of hacks on how to rank number one on the page or whatever, but this is super important stuff. If you want to expand your yourself, if you want to grow your business, grow personally and your business you gotta understand these bigger things, cuz it’s psychology. Selling is psychology. There’s lots of components to psychology and it’s not just about the price and just about. You know, do I put a strike through or do I do this, or do I put a coupon or not. There’s a lot more to it, to it that makes make sense. So this is really cool stuff. So you I know you can go to your website, you have like a little. It’s pretty cool that you did some sort of like little Interactive. You like drag the mouse around, like I’m like this person, like this person, you can kind of get a rough idea Self assessment. How would someone do that? I get to the website to do that great question.
McCall:
So charisma hacking dot com will catch you in every direction that you want to go. I call it our Charisma styles estimator, so it helps you estimate your own Charisma styles. You just have to make sure that you’re not trying to pick the ones you want to be and you’re actually picking the ones that you are. So we also have the option for you to send it to like a spouse or a business partner or somebody who can see you when you won’t be clouded to be like I really like opera. Maybe I’m gonna say I’m like, yeah, but within the estimator, we have like some trainings that you can get started with and, yeah, it’s a fantastic place to start. I will also say, though, based on what you just said, when creating this for a brand, one of the most popular things right now is user generated content, right, or influence, or marketing, because people know that people like to work with people with a face, right. They like to work with people that they know or that they follow and all this. I think a lot of times, what happens is people go behind the scenes because they think that they are not capable of being the face of anything. Right. They say you know, I’m not charismatic, so I’m not going to do this and it’s just saying like, okay, if you’re going to try to use user generated content, why not make you one of them? Right? And even like, test this out, right, why not make you a one of the influencers that can help sell your product as well, right? And yeah, I think that I think that more often than not, people feel like it has to be some Crazy out there character for them to be able to attract attention. When I mean, there, there’s an audience for every kind of voice, right? If you can attract people in your everyday life and you have friends and you have family or you have loved ones or you are You’ve ever been on dates like you know you can attract people, you know you can engage people, you know you can convert people, so or make them choose you, and it’s just kind of getting out of your own way and saying like, okay, there is a system. I don’t have to discount myself right off the bat. I can lean into this. I can lean into this, I can become the face of my company and I think it would be beneficial.
Kevin King:
I wonder if there’s a way you just got me thinking of to test an influencer. If I’m gonna hire a bunch of tiktok people. The traditional thing is you look at the price, you look at their engagement, you look at their audience size. Those are some of the cut. There’s a few others, but those are some of the metrics. What if there’s a way to actually, before I hired them, put them some through some sort of little test to find out what is their attractive character? I’m a style and does that match with my brand or with the message that we’re trying to do? That would be a pretty cool vetting process that I think might weed out Some bad apples that you would not be happy with and actually help you zero in on the really good ones that are gonna really excel your brand, and that’s interesting.
McCall:
After, I would probably. It’s like the content that they create, right. Everybody says, you know, especially like on tiktok and stuff, the most popular stuff is the stuff that doesn’t look like an ad, right, they feel like it’s more authentic and it’s all in the delivery of it, right, people can sense the pacing of an app, right. They can sense like that somebody is reading a teleprompter or using a script, right, and it’s the equivalent of people being turned off by a caption that says like. I think this happened to one of the Kardashians a while ago, where they put in what the promoter wanted them to say, but they left in, like Kim should write this in her caption, like from whoever the promoter was, and everybody like totally ragged on it. They were like, oh my gosh, like now we’re not gonna buy this. Like this is, this is so Great stuff of that, but just in video format. When people sound like they don’t actually like a product, right. Or when they sound like they’re doing an ad and people are just turned off by it, right. So it says it’s just saying like, okay, when people are delivering, you know the ad for your product, it’s making sure that they are in their own charisma styles. It’s making sure that they are, you know, being authentic and attracting your audience to them, right? Because if they are, if you paid them to do an ad and Add doesn’t do well, right, you wasted a lot of money.
Kevin King:
So, yeah, it’s just making sure that they do it in their charisma styles awesome now McCall, you’re gonna be in joining us in Hawaii here in a few months. I understand you and your husband are gonna be coming out and joining us. You know most of you know the I’m doing my Billion Dollar Seller Summits and may 18th to 23rd at the grand high it’s in a kawaii and then right after that we’re doing a Level Up events. It’s an optional event. It’s gonna be a little bit smaller, more intimate, but for people that are empire builders that want to Level Up their game and one of like, get outside this box, actually Really maximize their potential, you can be speaking at that, some about what we just talked about and some some other cool stuff, and then I think you get your husband can be hanging around the whole bds as well and just so Get to know you, and I’m really looking forward to that I’m really excited.
McCall:
Yeah, we’re so excited. Thanks for having us. We, it’s so fun. It’s so fun. Honestly, there’s so many things with charisma styles and yeah, it’s nice. We like to hang around the events, cuz a lot of times people be like how does this apply to me? And I want to know right there. So it’s, yeah, it’s fun to be able to mingle with the people that’s right, it’s gonna be cool.
Kevin King:
Awesome. I really appreciate your time today. This has been I. This has been great. I love it. We’ve been talking for about 10 minutes. Oh, no wait, it’s been an hour six, 10 minutes. You, you, you got my attention. You, you engage me and then you close me. Yeah, there you go. Good job, awesome again. How do people find out more about you? What’s the website again, and what’s the best way to want? No more.
McCall:
Yeah, charisma, hacking dot com awesome.
Kevin King:
And for people that don’t know how to spell charisma how do you spell that?
McCall:
Oh my gosh, this was, this was the bane of our existence. At the beginning I started calling it charisma. So the people charismahacking.com. You had to look up to make sure that I’m correct.
Kevin King:
Awesome. Thanks again, McCall, appreciate it.
McCall:
Yeah, thanks so much for having me see you soon.
1:00:04 – Kevin King:
Awesome, awesome stuff with McCall. I really enjoyed that conversation. I hope you did to. You know we get caught up on as amazon sellers in our own world. Just worry about how do we can rank number one, how we can get hack hijackers off our listing, how what’s the latest hack and trick and we lose sight of some of the big picture things that are really important. They can really move the needle and charisma hacking is one of them. I hope you got a lot from this and hope you can join us in Hawaii, where McCall will be as well in a couple months speaking at Level Up event as part of the Billion Dollar Seller summit. Before I go, I’ve got some words of wisdom for you, kind of along the lines of what we talked about today. You know you gotta understand your brand as a character in a collaborative performance, understand how your brand is a character and a collaborative performance. If you know who you are, you know how to behave. Understand how your brand is a character and a collaborative performance. Know who you are, you know how to behave. We’ll see you again next week with another awesome episode of the AM/PM Podcast. Take care.
Enjoy this episode? Want to be able to ask questions to Kevin King live in a small group with other 7 and 8-figure Amazon sellers? Join the Helium 10 Elite Mastermind and get monthly workshops, training, and networking calls with Kevin at h10.me/elite
Make sure to subscribe to the podcast on iTunes, Spotify, or wherever you listen to our podcast!
Want to absolutely start crushing it on eCommerce and make more money? Follow these steps for helpful resources to get started:
- Get the Ultimate Resource Guide from Kevin King for tools and services that he uses every day to dominate on Amazon!
- New to Selling on Amazon? Freedom Ticket offers the best tips, tricks, and strategies for beginners just starting out! Sign up for Freedom Ticket.
- Trying to Find a New Product? Get the most powerful Amazon product research tool in Black Box, available only at Helium 10! Start researching with Black Box.
- Want to Verify Your Product Idea? Use Xray in our Chrome extension to check how lucrative your next product idea is with over a dozen metrics of data! Download the Helium 10 Chrome Extension.
- The Ultimate Software Tool Suite for Amazon Sellers! Get more Helium 10 tools that can help you optimize your listings and increase sales for a low price! Sign up today!
- Does Amazon Owe YOU Money? Find Out for FREE! If you have been selling for over a year on Amazon, you may be owed money for lost or damaged inventory and not even know it. Get a FREE refund report to see how much you’re owed!
- Check out our other Amazon FBA podcasts including the Serious Sellers Podcast, as well as our Spanish and German versions!
- You can also listen to the AM/PM Podcast on YouTube here!