The Attractive Character is a marketing concept that involves creating a relatable and compelling persona to represent a brand or business in communications and storytelling.
This character shows the brand’s values, messages, and emotional appeals, aiming to make a personal connection with the audience.
The attractive character can be a real person (such as the company’s founder or spokesperson) or a fictional persona designed to grab the attention of people who might buy from the brand.1
Visual Representation:
Purpose
The goal of the attractive character is to make a brand feel more human and approachable to people.
By using a character that shows up regularly and is easy for the audience to relate to, companies can create a solid emotional connection with their audience.
This leads to trust, loyalty, and ongoing interest.
This character acts as the brand’s representative, sharing messages in a way that feels personal and authentic, making marketing activities more impactful.2
Key Components:
The main parts of the Attractive Character include:
- Backstory: An exciting story that shares the character’s reasons for doing things, struggles, and achievements, helping the audience see them as more relatable.
- Personality: Specific traits that make the character stand out and be likable, like being funny, wise, or honest.
- Values: Important principles and beliefs that align with what the target audience and the brand care about.
- Call to Action: The character often asks the audience to do something in a way that’s convincing and inspiring, getting them to interact with the brand.3
Benefits:
The benefits include:
- Enhanced Brand Identity: Creates a unique and strong brand identity that makes a mark in the market.
- Increased Engagement: A character that people can relate to grabs their attention and keeps them interested in the brand for longer.
- Builds Trust and Credibility: People tend to trust messages from a character that consistently appears and is familiar with.
- Boosts Conversions: Using an attractive character well can increase conversion rates because the audience feels a personal tie to the brand.
Usage:
The attractive character is widely used by marketers and companies in different fields, especially in content marketing, social media, email marketing, and advertising.
It’s particularly useful for personal brands, coaches, influencers, and small businesses that want to establish a strong personal bond with their audience.4
Examples:
A classic example is Steve Jobs for Apple, embodying innovation and simplicity.
In digital marketing, figures like Gary Vaynerchuk exemplify the concept, representing hustle and entrepreneurship.
Related Terms:
References:
1. Brunson, R. (2020). Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels. United States: Hay House. https://www.amazon.com/Dotcom-Secrets-Underground-Playbook-Growing/dp/B08B9ZHVVG/
2. Blankenship, M. (2023, November 27). The attractive character: How to build your own from scratch. ClickFunnels. https://www.clickfunnels.com/blog/attractive-character/
3. BRUNSON, R. (2022). Expert secrets: The underground playbook for converting your online visitors into lifelong… customers. HAY HOUSE INC. https://www.amazon.com/Expert-Secrets-Underground-Converting-Customers/dp/1401970605/
4. Stoeva, S. (2021, December 22). What is an attractive character and why is it important for your business?. Medium. https://medium.com/marketing-business-growth/what-is-an-attractive-character-a229a88e1f13
