Creating relatable characters isn’t just for novels or movies, it’s a powerful strategy in digital marketing and sales. When done effectively, these characters can connect with your audience on a personal level, driving engagement, trust, and ultimately, conversions. Here’s how to craft relatable characters with a marketing mindset:
Understand Your Audience Deeply
Relatability starts with understanding. Who are you speaking to? Dive into customer personas, analytics, and feedback. Identify:
- Pain Points: What challenges does your audience face?
- Desires: What motivates them?
- Values: What matters most to them?
Example: A marketing campaign for a fitness app might feature “Jamie,” a busy professional juggling work and health goals. Jamie’s challenges reflect the audience’s struggles, making them instantly relatable.
Humanize Your Brand
Your character should embody the human side of your brand. Think of them as an ambassador who reflects your mission and tone.
- Voice: Should your character be formal, humorous, or empathetic?
- Backstory: Create a brief narrative that aligns with your product or service.
- Flaws and Strengths: Perfect characters feel fake. Show imperfections to make them authentic.
Example: Duolingo’s owl mascot playfully reminds users to practice, mixing humor and accountability a perfect fit for its friendly, motivational tone.
Solve Problems Creatively
Characters resonate most when they guide audiences to solutions. Make them relatable by having them experience and overcome the same struggles your customers face.
- Show their journey with your product or service as the hero tool.
- Highlight their transformation, tying it back to your audience’s goals.
Example: A skincare brand might feature “Alex,” a character who struggled with acne until they discovered the brand’s products. The narrative focuses on Alex’s confidence after clear skin, mirroring the customer’s desired outcome.
Engage Across Multiple Channels
To make characters relatable, they need visibility. Use a multichannel strategy to bring them to life:
- Social Media: Create short skits or memes featuring the character.
- Email Campaigns: Share personalized updates from their “perspective.”
- Blog Content: Let them narrate stories or provide insights.
Example: A B2B SaaS company might feature “Sarah,” a fictional entrepreneur, in LinkedIn posts and email newsletters to demonstrate how she tackles business challenges with their tools.
Add Visual Appeal
Visual elements enhance relatability. Design your character to match your audience’s demographic and aesthetic preferences.
- Use colors, clothing, and accessories that reflect your target market.
- Keep branding consistent across all visuals.
Example: A pet food company could create “Max,” a quirky animated dog that narrates the importance of healthy nutrition for pets.
Invite Interaction
Relatable characters should encourage dialogue. Use interactive content to deepen connections:
- Host Q&A sessions where the character “answers” customer queries.
- Use polls or quizzes tied to the character’s preferences or storyline.
- Develop gamified experiences featuring the character.
Example: A travel agency could introduce “Lila,” a globetrotter who shares tips. Lila might invite customers to vote on her next destination through Instagram polls, creating an engaging feedback loop.
Track Performance and Adapt
Analyze how well your character resonates with the audience. Track metrics like engagement rates, click-through rates, and conversion rates. Use this data to tweak the character’s story, design, or tone for maximum relatability.
Relatable characters are more than a creative exercise, they’re a strategic asset in marketing and sales. By aligning your character’s narrative with your audience’s journey, you create an emotional bridge that fosters trust and loyalty. Whether it’s a mascot, a fictional persona, or a customer avatar, your character should reflect the humanity behind your brand and guide your audience toward solutions they truly value.
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