When it comes to marketing, we often focus so much on the “what” that we forget the “who.” Whether you are building a personal brand or a business, you need an Attractive Character.
An Attractive Character isn’t about being a supermodel. It is about creating an online persona that acts as a magnet for your audience. It is the face, or the story, that takes your followers from being cold leads to hot fans.
Think about Subway. For years, their “Attractive Character” was someone on a weight loss journey who ate their sandwiches every day. He wasn’t an athlete; he was a relatable person at the beginning of a journey. That connection is what sold the sandwiches.
When you are developing your own brand’s character, you don’t have to guess. There are four specific archetypes you can step into:
The Leader! Guiding Your Audience with Authority and Expertise.
The Leader is the expert. If you have already achieved the goal your audience is chasing, you lead them down that same path. You have the map, and you’re showing them the way.
The Adventurer! Inviting Your Followers on a Journey of Discovery.
The Adventurer is curious. You might not have every single answer yet, but you are willing to go on the journey to find them. Your audience follows you because they want to see what “treasures” or lessons you bring back from your explorations.
The Reporter! Curating Value by Sharing External Insights.
This is the role I often play when I create tech content. You don’t have to be the person writing the code to share the value. As a Reporter, you gather facts, interview experts, and pass that knowledge on to your audience. When I talk about the latest Samsung updates, I’m reporting on the work of others to help my community stay informed.
The Reluctant Hero! Sharing Your Message While Staying Out of the Limelight.
This is the role I often play when I create tech content. You don’t have to be the person writing the code to share the value. As a Reporter, you gather facts, interview experts, and pass that knowledge on to your audience. When I talk about the latest Samsung updates, I’m reporting on the work of others to help my community stay informed.
The Reluctant Hero doesn’t actually want the spotlight. If the idea of being front and center on every Reel makes you cringe, this is for you. You share your message through stories or faceless content because the information is too important to keep to yourself, even if you’d rather stay behind the scenes.
Your Attractive Character is the bridge between your service and your customer. By choosing the style that fits you best, you stop just “selling” and start building a relationship.
What Character are you currently using in your message?
This Week's Quote
"Being the 'Attractive Character' is about being a real-life hero to your audience, not an imposter."
