A great business is nothing without a great marketing strategy. There are lots of different methods you can use to market your business, and one of the ideas you may have heard of is the “attractive character”.
But what does this mean? And how can this strategy benefit your business?
We have put together this helpful guide to tell you everything you need to know about using the attractive character strategy and how it can help to make your business more successful.
Keep reading to find out more.
Table of Contents
What Is The Attractive Character?
All businesses need some way to communicate with their customers to encourage them to buy the product or use their service.
The attractive character is a persona that acts as a middle man between the business and the customer. It’s used to communicate important information, build visibility, and increase sales.
The online persona creates a personality for your brand, making it feel less like a faceless corporation and more like something people can trust.
It also improves the online presence of the business which is an important factor in marketing.
How Does the Attractive Character Work?
All good salespeople understand that good storytelling is an important part of good business.
People love a story that they can relate to, or sympathize with - a story that makes them feel something.
People are driven by their feelings and emotions, so this is a good place to start when you are trying to market your business.
The main character is a key element of a story as they provide the perspective that the audience connects to.
The attractive character is the main character of your business, the hero. This is the person that your customers will form an emotional connection with through the story that they tell.
An attractive character could be a previous customer, a success story, or a social media influencer – there are lots of options.
Examples Of An Attractive Character
To help you get a better understanding of this concept, let’s take a look at some successful examples of using an attractive character in marketing.
Subway is a well-known brand. They have many stores all over the world that sell fresh sandwiches and salads.
They want to be seen as a healthy but tasty food option to compete with the fast food outlets that sell products associated with poor health and obesity.
So, they used Jared as their attractive character. He was an ordinary customer who used their products to lose 200 pounds in weight. This changed his life – he was no longer obese.
Jared’s story was relatable, and a lot of people want to lose weight or make healthy choices. It proved the benefit of the product, and it gave customers an emotional response.
How many times have you been scrolling through social media and seen an ad?
You look at the post and it is an influencer talking about how a particular product has changed their skincare routine, their workout routine, their eating habits, etc.
This is another example of attractive character marketing. The customers can connect with the real-life experience of this person.
Perhaps an influencer who suffers from acne is using a skin care product that has given them more confidence by improving their skin, or someone who struggles with their weight has found a workout plan that “really works”.
If the story is believable and relatable then people will become emotionally invested in it.
People like Dwayne Johnson and Oprah Winfrey are the attractive character of their own brands.
Their customers are their audience, and they invite them in by being open about themselves and their stories. This helps them to build a loyal following and is a great marketing technique.
What Makes An Attractive Character?
So, how do you create an attractive character?
This is something that the entrepreneur Russell Brunson talks about in his famous book DotCom Secrets.
To create an attractive character there are four main elements that you need:
- a good backstory
- smaller stories (also called parables)
- character flaws
- polarity.
Let’s take a look at these in more detail.
Backstory
Every main character needs a good backstory. The audience needs to know who this person is and what struggles they have faced in order to understand why your product or service is so important to them, and how it has improved their life.
The story needs to be believable and relatable, and quick to grasp.
You will have limited time to tell the backstory as it will need to be relayed throughout the campaign or within the marketing material.
So, who is your attractive character?
Are they a leader, an adventurer, a reluctant hero?
Have they suffered a loss, made an exciting discovery, or overcome a great challenge?
Perhaps they have an inspiring before and after, a story of self-improvement. Their identity is important, and it is portrayed to the customer through a good backstory.
Parables
Have you ever noticed that a conversation between a group of friends is often made up of little stories and anecdotes?
These stories draw you in, helping you learn about the life of that person in an interesting and engaging way.
This is how your attractive character needs to communicate with your customers. They should speak from their own experience and share things they have learned: pearls of wisdom and hard-earned lessons.
It is also good if they can share some secrets with the audience, something very personal that they don’t often talk about or don’t tell many people.
This will make the audience feel special and will show the vulnerability of the attractive character.
Character Flaws
Have you ever watched a film or read a book where the main character was annoyingly perfect?
A character with no flaws is not relatable, as most people tend to be painfully aware of their own downfalls.
If an attractive character is willing to share their flaws this will make them seem open and trustworthy, and allows the customers to relate to them and connect with them on a deeper level.
Can you imagine how you would see Superman as a character if he was immune to kryptonite?
Polarity
It is impossible to please everyone – literally impossible.
Whilst trying to be neutral and not alienate potential customers can be a good thing, refusing to place yourself in one camp or another can actually put a lot of customers off.
An attractive character who has clear viewpoints and opinions will draw out people who feel the same way.
You might see some people taking an opposite view which can be daunting as a business owner, but having a clear stance will help you build a loyal customer base.
What Kind Of Business Does This Work For?
One of the great things about the attractive character marketing strategy is that it can work for any kind of business.
Whatever product or service you are offering, there is a way to use an attractive character to draw in customers.
Summary
A marketing strategy that includes an attractive character will bring a lot of customers to your business if it is executed correctly.
If the customer can relate to the character and aspire to be like them in some way then they will want to use your product.
Make sure the identity and backstory of the attractive character are well thought out.
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