There are surely many reasons why George Lucas began his Star Wars franchise with Episode IV: A New Hope back in 1977.

Actually, it didn’t become A New Hope until much later, after the neo-serial became a worldwide phenomenon. In 1977, though, who knew what the film’s fate would be?

But clearly, there were events happening in that part of the universe before Episode IV’s action even got under way. Do note the film’s opening narrative provided the earliest-ever spoiler for Rogue One:

With the possible exception of Russian novels — where seemingly every detail is related with pedantic accuracy — a fundamental writing technique is to create a story arc:

  • The author imagines a prelude to the action, which explains why it came to happen;
  • This also facilitates character development, providing consistency and depth in their personalities; and
  • The author then imagines a coda long past the action, to ensure the story line’s logic.

In Lucas’s case, once the Force was generating a kajillion dollars, this process provided him with a ready-made set of killer content that now spans decades.


This works for more than fiction.

A key story arc element — character development — is also part of a successful marketing campaign.

In this sense, it’s called developing a buyer persona.

Pain point is just another term for identifying when prospects are ready to become customers once a satisfactory solution to their need is presented.

Creating a persona set is an excellent way to view yourself and your product and/or service from your ideal customer’s perspective. Here’s a simple way to start:

Look in the mirror.

Odds are one of your ideal personas will be just like you. After all, you were attracted to what you’re representing for a reason, and you took action.

Next, you’ve surely become — or, if you’re a newbie, you’re becoming — an authority in your niche so you can handle any questions or comments about your product and/or service. You obviously gained your knowledge from someone.

Unless that person was your identical twin, there’s your next buyer’s persona.

After that, engage your current customers and/or prospects. Follow-up is a vital task for success in achieving the Dot Com lifestyle, so the more you get to know who’s trust you’re earning, the more ideal buying personas you’ll be able to create.

Here are a pair of practical examples:

If you happen to be of the gaming persuasion, you’ve actually been creating personas all along:


All you’ve got to do now is apply your skills to this world …


… and you’ll be on your way to the sort of success that the Dot Com lifestyle can bring!

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