Profitable Story-Telling | Character Trumps Content
Here's a test…
Yes it is pass or fail, and I'll be grading with a fine toothed comb!!
Here's your test:
- List the Quadratic Equation formula in the comments section of this article…do not ask your children or your smarty pants spouse…do not Google the answer.
2. List just one character from “The Wizard of Oz.”
OK. So there's no test. You don't have to comment. I want to make this point loud and clear…CHARACTER TRUMPS CONTENT.
You can't remember high school algebra, but we can all remember characters.
How does this tie into your marketing?
As you remember from the Ultimate Marketing Guide, story is the only language that your prospects unconscious mind speaks, and we are going to market by telling stories.
Your prospects will forget the facts, figures, and data of your product/service, but they will instantly and always remember characters in a story related to your product. People love being entertained by a story…even as it relates to business!
Here in the U.S., we just had one of the most gigantic marketing events of the year: NFL Super Bowl. It gets more viewership that most any other broadcast. Even for people who don't care for the football, they still love the commercials. You're probably thinking, “why?” Well, you already know that it's the characters created by the commercials…it's entertaining, it's educational, it's relative.
(3) Major Character Types
The Alpha is the one who is a bold and confident leader. The Alpha is going to take charge and tell you what to do.
Think of the movie “Braveheart” when you think of the Crusader. The Crusader mounts their horse, rallies the grass roots warriors and fights for FREEDOM!! The Crusader shouts, Let's save the world…”With XYZ product we're going to solve…,” “We're going to take LMNOP service to every man, woman, and child in America and…”
The Maven deep dives into research and study. The Maven takes the “message” to the masses like an Evangelist, and tells the people about the best of the best in a certain arena.
**Side note: you do not have to use only one character type in your marketing. Be fluid with this…one marketing campaign may be best suited for the Alpha because you're the confident leader who knows best, and will tell the crowd how to follow. You may need to be the Crusader if you're promoting a product/service that could be supported by a movement. Then for other marketing campaigns you should play the role of the Maven.
In the next article, we will explore how story lines play into your marketing.