FOR IMMEDIATE RELEASE
Barcelona, Spain, 7 May 2020 – The World Wrestling Entertainment (WWE) broadcasts to 145 countries in 30 different languages. According to its website, its revenue in 2019 was US$960.4 million. For some people, wrestling is a very entertaining spectacle; for others, it is a very low form of entertainment. Whatever your opinion, it is unarguably a great business worth modeling. No, I am not suggesting you should learn how to fight or to set up a ring, but I will share here some of the techniques you can apply on your own (without having either to gain muscle or wear a spandex singlet).
Depending on the type of business you run, it is very probable that some (or most) of your clients live a pretty normal life, with a nine-to-five job, significant other, kids and a mortgage – and they will gladly give their hard-earned money and time to people they admire and derive inspiration from. They want to be amazed; they want to feel inspired. It is incredible to think that when exalted with lights, music, announcers, and more, one struggling human being (the wrestler, in this case) can become a point of captivating interest for thousands of others.
But that’s exactly what an audience wants: conflict, spectacle, and victory to forget about its own struggles for a while.
Creating a spectacle of daily life, and one to which every ‘average Joe’ can relate, is the key to providing a captivating experience that will pull in an audience. The WWE has succeeded at this for decades, appealing to each individual spectator and enticing them to relate, not just offering blood-and-gore brutality.
With any successful business, the goal is also to persuade the individual to pay attention, and in doing so, we offer them something they can relate to on a personal level. When a person forms an emotional bond with another human being based on want (wanting what they have or wanting to be who they are), the connection is more profound than any monetary or material transaction.
WWE may get a lot of flak for being inauthentic and unoriginal, but it preys on our innate tendency to dream, to be stronger than life, and to succeed when others only put us down. Our ability to relate to the characters and to see a little bit of ourselves in their struggle – to root for that reflection and see it prevail – is one of the things that makes the WWE so profitable.
On the other hand, WWE wrestlers are so popular because they are iconic characters. They are easily recognizable from their look, words, and moves. Every wrestler has his own catchphrase(s), his own signature move(s), and a distinctive look. And those three elements should also be features of your personal brand.
Don’t fall into the trap of self-sabotage and say “I am not a circus clown. I am a professional. I won’t act like a WWE wrestler”. For your own sake, silence your inner cynic for a while and try to learn the lesson behind wrestlers’ popularity.
One of the prime examples of success in wrestling has to be Dwayne Johnson, AKA The Rock. He arguably has more fans, and WWE-related catchphrases, than any other wrestler in the industry. One of the most notable catchphrases of his, “The Rock will take you down!” is strongly linked to his persona. One of his signature moves, “Rock Bottom”, even alludes to the low point of any struggle and the rise back to the top. We all dare to dream, and dreaming takes us to the places in our mind where we would rather be. To dream of being strong, superior, and able to “take you down” and follow-through, annihilating the competition and coming out on top, is something every average Joe dreams of. It is no wonder that so many people are captivated by icons such as The Rock.
You must identify your own catchphrases and signature moves so that people can recognize them and associate them with you.
Of course, WWE wrestlers are not the only ones who have catchphrases and signature moves. Suze Orman, the financial advisor, always says at the end of her TV show, “People first, then money, then things”. The chef Michael Smith always says, “It’s all about flavor!” The comedian Dave Coulier says, “Cut it out!” and while he says that, he makes his signature move with his hand – a scissors movement – then points his index finger to one size and moves his thumb in the opposite direction.
Talking of signature moves, see Michael Jackson’s moonwalk step, or “Elvis the pelvis” movements. And what about Tony Robbins’s (weird) hand clapping? That’s one of his signature moves.
Another thing you should emulate from WWE wrestlers: say your name several times during a speech so people remember it. There are many rappers, salsa bands, and other musicians who repeat their names several times in the lyrics of their songs. Even those who are already famous do it. Many personalities neglect this. They (sometimes) say their name at the beginning of a presentation and then don’t say it again. It is not advisable to over-say it, but at least twice would be perfect.
I strongly advise you to have your own catchphrases and signature moves. This will give you more elements for recognition in front of your audience and it will make you a more unique and tangible character. If you want to know whether or not you have established strong signature moves and catchphrases, ask your friends, family, or colleagues to impersonate you. If they can’t impersonate you, or they don’t recognize any specific gestures, moves, or phrases you say, you still need to work on your character.
It isn’t an accident that so many professional impersonators choose the same celebrities to impersonate again and again (Elvis, Madonna, Michael Jackson, etc.) It is because those celebrities have very strong traits. Make sure you have them too.
Alex Kei is a Spanish business owner, marketing strategist, and International speaker who help consultants, authors, and executives to make more money via better brand positioning and authority status.
Calle Picasso 29 Barcelona, Spain