What’s the first thing you think of when someone says Geico? How about when someone talks about Progressive Insurance? Respectively, I’m sure the Gecko character and the character Flo come to mind.
Why is that? Each company’s marketing teams have made those two their attractive characters.
When I think about that concept, I can’t help but laugh and look back at my days with the Beer Store.
When I was with the Beer Store I did everything I could to make a name for myself as I climbed the “corporate ladder” and that paid off for me internally.
First I was able to make a name for myself as I became PPT (Permanent Part Time), and then again when I became Full Time and once again when I became management.
Not only did I make a huge impact on senior management when I became a manager but they wanted me to be part of the first ever Brand Ambassador program. This was a program where they took individuals within the company that had a passion for what we did and used us internally to boost morale. Essentially, we were the Beer Store’s Attractive Characters.
An attractive character can be a great tool when it comes to marketing your business but if you’re not using yourself as the attractive character, it can go horribly wrong. A prime example of that is Jarad from Subway. Need I say more?
So what is an Attractive Character?
The Attractive Character is basically the face of your business and something you will use in all forms of media. That could be stories you tell in your blogs, podcasts or videos, the face of your social media and so much more.
When you break it down, an attractive character isn’t someone who is attractive looking but how you will attract an audience and use that when building relationships.
When it comes to your attractive character you first have to find out what their identity is. Is your attractive character the leader, an adventurer, a reporter? It all depends on how you want to tell your company’s story.
If you’re not using yourself as the attractive character, what is your AC’s back story and how does that relate to your business now and what you have to offer?
What direction do you want to go in when it comes to your marketing strategy, is it an “Us vs Them” story? A “Before and After”? How about an Amazing Discovery? You could always use the “Hero’s Journey”!
Once you know who your AC is and have a backstory you want to come up with the storylines that will tie into your strategy.
For the most part, as entrepreneurs we’re all our own Attractive Character but if you aren’t a good story teller or you don’t have the experience from your background, a great way to relate to your audience is talking about how you learned what it is you’re trying to offer.
Do you have an Attractive Character for your business?
Like I’ve talked about in the last few weeks, everything I’m doing now ties back to the Dotcom Secrets book by Russell Brunson and that’s exactly how I learned what I’m doing now in my business to help my clients.
If you want that book for free and want to take a deeper dive into the Attractive Character, click the button below.
