Are you struggling to make a real connection with your audience? Or that they’re not being persuaded into action?
In the online journey, most of your dream customers will come from people who do not know you, at least in the beginning.
This is where the nurturing process starts.
The key here is getting into the minds of your dream customer.
The Attractive Character is about establishing your online persona and using it to connect with your audience and also attract your dream customer.
This is about leveraging an online persona that will attract people to you and help you build a following. These are your loyal fans who will be the ones to rush out to buy your products and services.
What is an Attractive Character?
An attractive character allows you to connect with your dream customer as a marketing strategy. It doesn’t matter whether, on e-mail, Facebook, Instagram or YouTube, your Attractive Character will draw people to you.
There are 4 elements you need for an attractive character:
- Your Backstory
- Your Parables (little stories)
- Your Character Flaws
- Your Polarity
The Attractive Character comes directly from Russell Brunson’s DotCom Secrets book. (If you haven’t read Dot Com Secrets yet or you don’t know who Russell Brunson is, stop everything you’re doing and get yourself a free copy by clicking here).
Your Attractive Character is the person your audience will connect with.
Think of The Rock, Oprah, Michael Jordan, Tom Cruise, to name a few.
The Attractive Character is the person that will prove to your audience that their goals, dreams, and ambitions are possible.
How to build an Attractive Character for your brand
It starts by locking in these key elements:
What challenges did you overcome to get you to the point to where you are today? Your backstory is what humanizes you. It’s what gives your audience a reason to follow you. It’s what shows them that you started right where they are, and now you’re where they want to be. Your story is what gives your audience hope that they can achieve their goals (which should ideally be aligned with what you’re selling them).
What actionable lessons have you learned from your journey? How can you frame these into parables? This is where a significant amount of your content will come from. These lessons are what will provide actual value to your audience. How can you take what you learned to make their journey easier and help them reach their goals faster?
3. Character Flaws
It’s important to avoid trying to frame yourself as some kind of perfect person who doesn’t make mistakes. People are drawn to people who are similar them; warts and all. They are drawn to vulnerability. Show your audience that you’re human and you make mistakes too. This only gives them more hope that they can achieve their goals because they’re just like you.
This one is big. Don’t be a people pleaser. In order to really connect with your audience, you need to show them that you’re not for everyone. Certain people won’t follow you or like you, and that’s ok. The people who do follow you will be extremely loyal (and will likely buy all of your products).
Once you understand how to tie your four key elements together, you need to form your identity.
This can be broken into four elements. Pick the one that best suits you.
Are you the type of person that will take charge, be a thought leader, and call the shots?
Are you the type of person to try new things in your industry, test out new strategies, and come up with creative ways to succeed?
This one is an easy place to start. Just interview other thought leaders in your industry via podcast or blog. You will be given high-value by association with them.
The Reluctant Hero
Maybe you never wanted to be in the spotlight, but you had to because it’s for the greater good. This positions you as someone who truly has value to give. You’re only in this position because you know that people need your product.
The Story Lines
Finally, you will need to frame storylines that draw your audience in and teach them how to achieve their goals. People learn better from stories than any other form of information delivery. Your storylines are how you will tie together your four key elements and your identity.
The Story Line options are:
Loss & Redemption
Think of Dave Ramsey going from totally broke at age 28 and then going on to become a Financial Coach (and selling his course).
Us vs. Them
Russell Brunson makes content specifically for non-funded or Non-Venture-Capital backed entrepreneurs. He refers to them as the “Real Entrepreneurs” that have to get creative with their marketing because they don’t have an endless pool of money.
Before & After
Think about Jared from Subway and his transformation.
This is why diet products and hair loss products always sell so well. These brands use an attractive character with a new discovery that solves a major pain point for the audience.
Secret telling positions the attractive character as an authority figure and thought leader.
3rd Person Testimonial
Nothing is more powerful than social proof. If other people are praising you or your brand as a thought leader and someone who others can trust, it will go a very long way.
Being able to relate to your customers or clients is the first step in drawing them into your business. This is where your business can separate itself from the crowd.
With the elements, identity, and storylines in your back pocket, you now know how it will help you build out your attractive character, it doesn’t matter if it’s a person or a business.