One idea that persists in my marketing and SEO work in Charlotte and all over is this-
Character as Spokesperson for your Product or Service
Breaking News-
Content is not King.
Character is.
The best way to reach an audience is through story
A Character IS a story. A good character is worth it's weight in gold. Whether it's Ronald Mcdonald, Dolly Parton,
Kanye West, or any of the Seinfeld characters, the story is told at a glance.
That's what you want if you are marketing seriously.
Once a character is established as your spokesperson then you can develop good content to go with it.
This works on every level. From Barney the kids all love, to a local car dealer shouting on TV.
The local auto dealer selling from the television is at least a character. As much as you might not like him, he gives you something to format in your mind. He IS a story at a glance.
And you will remember him just as you do Bill Cosby, Jay Leno, Winnie the Pooh, and My Fair Lady.
Character is King because Story is king. The template of beginning-middle- end is a format that seems to be embedded in the human psyche. It is here to stay. Storytelling is the best way to convey information.
A story gives the audience something to follow, holds interest toward an outcome, and is relatable.
A good character is a living story. Think about it. When you see a strong archetype it represents strong feelings.
Rock stars are archetypes, Sports stars, Doctors, Sages,, Various female archetypes such as mother sister, daughter, lover. All are characters and they all represent a story.
Once you have normalized the extreme character and made it both relatable and believable, your message can ride on the shoulders of that persona.
That's when content takes center stage and that is for another post.
Author Kyle Whitford is an award winning marketing ninja who lives and works occasionally in Charlotte NC doing SEO radio and TV.
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