• Sarah Stone

How Draco Malfoy Can Help You connect With Your Clients

Updated: Apr 12, 2021

I've talked a few times already about how I tend to fall in love with characters, but this only occurs when the writer has done an excellent job of the character's arc. For you non-nerds, a character arc is a path that a character takes over the course of a book or movie, usually involving adversity and challenges. For me, the most crucial part of a character is that they make me FEEL something; I've got to feel that emotional connection and they've got to win me over with their choices.

So, why am I talking about character arcs, I hear you say? How the hell is that going to help you grow your business and make more Dolla? Well, I am glad you asked. A character does not have to be fictional. You are the main character in your business story, but before we get into that I want to tell you about one of my favourite character arcs. I must warn you, I've strayed away from my usual teen-movie genre, and there are spoiler alerts ahead.

Character: Draco Malfoy

Book/Film: Harry Potter

The Boy Who's Father Would Hear About It. Draco was a bad boy from the moment we met him in The Philosopher's Stone, and I assumed we would hate him (but secretly fancy him) until the day old Voldy died. However, something shifted in the book number six when he seemed to struggle internally with the mysterious task that the Dark Lord had given him, and we, the readers, actually began to feel sorry for him. He reached the peak of his arc in the final book when asked to identify a disfigured Harry; he KNEW it was Harry but didn't say a word. Too scared to stand up to the death eaters himself, he spared Harry in the hope he would go on to defeat Lord Voldemort. For this reason alone, I willed him to survive that bloody Fiendfyre that destroyed the Room Of Requirements. Damnit Crabbe.

What Draco made us feel: wary, annoyed, weird about fancying a teenage Slytherin, sympathy, gratitude, and finally relief and understanding. That's a good character arc.

A good business story has to make your customers FEEL something. Be honest about your path, struggles, successes and emotions, as these details will build a bond with your clients to the point where they genuinely care about you and your business. Obviously, I would not advise to follow Draco's bad-boy strategy, but did you want him to die in the fire? No, you did not because you cared about him. Do your customers want to see you and your business fail? No, they do not, because they care about you. Not the product. Not even the service. They care about YOU, and they want YOU to be successful.

That's the power of a good character arc.

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