Do you have an Attractive Character that draws people to either buy your products or join your business opportunity? If not, then now is the perfect time to learn what an attractive character is and how to use the attractive character to market your business.
Several years ago, when I first got started in online marketing and network marketing, I found this guy online who had achieved a degree of success on the internet that I aspired to. Now what really drew me to him was not simply the degree of success that he had achieved, but that he had come from a background that was similar to my own and had faced some of the same challenges that I had faced. In fact, the first time that I saw him on a Google hangout telling his story, I thought…
- This guy and I come from very similar backgrounds
- I like this guy
- We have similar experiences and have suffered some of the same pitfalls…
- I trust what he is telling me, and
- If he could achieve this level of success, so could I!
Now I wouldn’t call him a guru, but what I would say is that he had learned how to develop what is called an “Attractive Character” to help him market his network marketing business opportunity
What is an Attractive Character
So what is an attractive character? Do you remember Jared of Subway or how about Flo from Progressive Insurance, or the guy who used to say “Do You Hear Me Now” from Verizon. Each of these was an attractive character developed by the companies that they represented to help them sell their products and services. They were basically normal everyday people that you could possibly meet as you were walking down the street.
How to Develop an Attractive Character
How are you framing your brand’s Attractive Character?
Locking this down will make the content creation process infinitely easier.
I learned about The Attractive Character concept directly from Russell Brunson’s Dot Com 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 google him and order your free copy).
Your Attractive Character is the person that your audience connects with. Think of Gary Vaynerchuck from VaynerMedia, Oprah, or ( for better or worse ) Jared from Subway.
Your Attractive Character is the person that will prove to your audience that their goals and dreams are not only possible but attainable for them. So how can you build an Attractive Character for your brand?
It starts by locking in these key elements:
1. Story
What challenges did you overcome to achieve the results that you have 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 how 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).
2. Parables
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.
4. Polarizing
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 just fine Some people like classical music and others like jazz… Your job is to find the people who like you and serve them. The people who DO follow you will be extremely loyal (and will likely buy all of your products).
Identity
Once you understand how to tie your four key elements together, you need to to form your identity.
This can be broken into four elements. Pick the one that best suits you.
- The Leader — Are you the type of person that will take charge, be a thought leader, and call the shots?
- The Adventurer/Crusader — 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?
- The Reporter/Evangelist — 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.
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.
- Amazing Discovery — 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 — 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.
As a marketer, you have to develop your own attractive character and be able to find interesting ways to introduce that persona to your audience.
In most cases, YOU will be your attractive character. In fact, one of the key principles of attraction marketing is that you should brand and market YOU, not your business opportunity, and developing your attractive character is part of building your brand. As you expose your business opportunity to others, you might find it beneficial at some point to develop other attractive characters as well. For instance, you might want to promote the attractive character of one of your team members who have achieved success by following your coaching?
When developing your attractive character you have to ask yourself, “How attractive is my character?” “How interesting am I to watch.” If I were on a television show ( or youtube video), why would anyone watch me?”
In the next article, I will reveal to you what makes up an attractive character and the things that you need to consider when developing your own attractive character to help you market your MLM business opportunity or promote your affiliate offers.
To Our Unlimited Success!
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