What I Learned In Theater Class | Part 3

When you think of live theater, what is the first thing that pops in your head? Actors…the stage…curtains?

There are many elements to theater, but one thing you will always have regardless of what production you see is a MAIN CHARACTER. There is always a central focus for the story and always changes during the course of the story.

This is called A CHARACTER ARC…the transformation or inner journey of a character over the course of a story.


When you dissect a script as an actor or director you carefully identify the journey that the MAIN CHARACTER takes. It is important to note where everything happens.

This is something that is also true in your brand story. You may not know the ending…but there is a path that exists for your MAIN CHARACTER.

It would be logical to think that you (or your team) are the main character in your story, but that approach makes it all about you.

To truly create a story that will attract………..the MAIN CHARACTER of your marketing story is your ideal client, you WHO.


These are the people that you WANT to go on a journey with. You may only have one primary WHO or you can have 2, 3, or even 4 (more than 4 means you are trying to cast to wide a net)

When creating your marketing you will sometimes just focus on one. However there are times you can talk to all of them at the same time. The reason this works is that there is cross over in their details. They may be different…but there is an in-line strand that weaves them together to make them your ideal clients.

If you are not sure of who your WHO is and do not really know your ideal client, Click HERE to get a FREE GUIDE.