Character - Part 1 of the Literary Elements Series
The Literary Elements Series: Part 1 of 5
Photo by Jeffrey Czum from Pexels
The Literary Elements Series
Literary elements are essential characteristics of all narrative works that can also be applied to your brand story. I recommend that you take some of this wisdom and use it to help enhance your brand. Over this five-part series, we’ll talk about:
Character
Setting
Theme
Plot
Language
These are all important elements to convey who you are, what you do, and what it’s like to work with you. This is how you show your prospects how you can help them - by telling them how you’ve already helped others.
Element #1 - Character
Characters are the people or personalities in the story.
In fiction, they might be anything from a talking dog to a space alien. For the purposes of this series, we’re going to deal with human characters. In business and brand storytelling, the characters are your prospects, your current clients, your past clients, your team, and most of all you!
I’ve always loved getting to know characters - who they are and the reasons behind the things they do and the choices they make. Our favourite characters often have a complex backstory. Sometimes we can even feel that we know more about these characters than we do about the real people in our everyday lives.
A character’s backstory gives us insight into their history:
Where they came from.
Their past experiences.
Their growth and development to this point.
Their hopes and fears, dreams and motivations.
We learn what drives them forward:
Where do they want to go?
What do they need to get there?
What are they willing to give/trade/sacrifice in order to make it work?
To give you an example, let me tell you a personal story.
A Story
I was 11 years old, sitting on a bench outside the Eglinton subway station in Toronto, near my grandparents’ house. My grandfather sat beside me. We were on our way home from the museum, and we waited for the Avenue Road North bus for the final leg of our journey.
He wore a long, dark grey wool coat unbuttoned over his suit, with the fringe of his trademark tartan scarf reaching his lap, where his hands rested momentarily in black leather gloves. There were only three other people on the platform, waiting for the same bus.
“See that man at the end,” Grandpa gestured discreetly toward the mid-40s office worker who might have been employed on Bay Street. “He’s heading home after a long day at the office to his wife and children. He keeps looking at his watch, hoping to be there before his wife puts dinner on the table at six o’clock.”
We, also, hoped to be home by six for the dinner my grandmother was preparing.
“And that woman,” gesturing to a young twenty-something seated on the second bench,” She’s worried about something.” The woman’s hands clenched and unclenched her sizable purse. “She’s had a fight with her young man. Maybe she wants to get married soon and he’s not ready to settle down yet.”
I scanned her face briefly as she stared up at the cloudy, grey sky. She might have been crying recently. I couldn’t tell for sure.
“That young chap,” he quickly glanced at the remaining occupant of the platform, a young man in his early 30s, well-dressed and smiling. “He’s just come from meeting his friends for drinks and now he’s going to take his best girl out for dinner and a show.”
The stories were certainly reflective of the cultural views of the decades during which he grew up. Many of the stories were about family and relationships. Others revolved around work - job interviews, promotions, frustrations with bosses.
But he taught me what to look for - how to read stories in the people we see every day. He often confided to me that he enjoyed watching people.
He taught me to see characters when I look at people. He showed me how all the details enhance and support the character’s story: their clothes, body language, mannerisms, and facial expressions.
To listen not just to their words but to their tone of voice - and even their breathing. To look not only at what they’re wearing but how they wear it. Are they comfortable in their clothing? Their surroundings?
Are they aware of what’s going on around them or just going through the motions, absorbed in an inner turmoil?
Finally, the bus arrived, and we boarded. Grandpa ushered me into the front seat so that I could watch out the windshield to see where we were going.
He began to talk again. He loved telling stories, and he’d found in me a rapt and willing audience.
“It’s important to learn about people. And it’s also important to show them that you’ve taken the time to learn about them.
“Before I retired, I used to pick up my clients at the airport. I’d often bring them back to our place for a drink. I’d call ahead to your grandmother, and she’d have everything ready when we arrived.
“I made sure to ask after their wife by name and to remember things about their children. How is little Bobby doing with his skating lessons? Or how did Betty’s dance recital go?
“I’d offer to take them golfing if the weather was fine or show them around the city if they preferred. I’d make a point of remembering their interests - gardening, architecture, history, theatre - and make sure they got tickets to whatever suited their fancy.”
It was customer service that went far above and beyond, long before customer service was a marketing buzzword. It was a lesson in how to be an observer, how to demonstrate an interest in others, and how to genuinely care for and respect people as individuals - each with their own story.
By the time we arrived back at my grandparents’ home - yes, in time for that six o’clock dinner - my eyes were lit up, my face glowed, and my imagination had been sparked, ready for the next adventure.
Photo by Aykut Aktaş from Pexels
Lessons for Business
In business, we need to tap into those emotions that motivate our ideal prospects and clients - those who are the best fit for the services that we offer and the way we work. I’ve talked before about how those who are a good fit will naturally gravitate toward your offering.
This is why it’s so important to tell your brand story in your authentic voice and to communicate your values and style clearly and concisely. The more accurate your brand voice is, the more accurately you will attract the right clients.
Relate to a Business Setting
There are two main characters to think about in your business storytelling: yourself and your ideal client.
You will have supporting characters such as colleagues or partners, and others in the life of your ideal client will also play a role - such as their spouse, children, friends and loved ones.
Business Owner / CEO
First, let’s talk about you. To really convey your own character traits in a way that best reflects the benefits you offer your clients, you need to look at yourself in a whole new way. You need an external, objective perspective. Sometimes your own loved ones can provide this, and sometimes your clients can show you parts of yourself.
As a lifelong writer and professional copywriter since 2009, I’ve noticed that so many coaches, speakers, and entrepreneurs really struggle to get the response and impact they expect when they publish their business content.
That’s why I developed a unique and powerful tool. My Business Character Analysis helps my clients create content that truly connects so that they can make a bigger difference in the world.
Your Ideal Client
And who are you making those connections with? Your ideal client.
You need to know the key details of your ideal client’s backstory in order to truly connect with them. Here are some things to think about:
What was their life like growing up?
Did they have a big family or small? Lots of money, hardly any, or somewhere in the middle?
What did they want to be when they grew up?
What is their life like now?
What is their job?
Do they have a spouse/kids? Ageing parents? Anyone else they are accountable to/responsible for?
What do they do in their free time?
Where do they go to find information?
What do they want their future life to look like?
What’s Next?
Spend some time making notes about both yourself and your ideal client.
Talk to people who know you well and clients who were delighted with your service, and think back over some clients who weren’t quite the right fit. What can you learn from all of their feedback?
You then need to create characters that show you really GET your prospects and clients. You know what they’re going through. You know where they want to be. And you are the best way for them to get there.
Strong, authentic characters make your brand storytelling so powerful it multiplies your impact.
Stay tuned for the next part of this series on Literary Elements. We’ll talk about Setting next.