522384327_3cd41ce13c_mThere is only one thing more compelling than good content.

Character. In communication content is king.

But Character beats Content for recognition.

… as in Cookie Monster, Elvis, Marylin Monroe, Sarah Palin and McGruff the Crime Dog.

When you have established a strong character, the actual content is still important but it is secondary.

That’s why it is so important to have a character. Just consider the advertising cartoons that have meaning in your life.

  • The Michelin Man
  • Pillsbury Dough Boy
  • Aunt Jemima
  • Buggs Bunny
  • Road Runner
  • The Geico Geko

There are more personable characters as well. Non cartoon, believable spokesmodels who have instant recognition:

  • George Foreman
  • Susanne Summers
  • Al Gore

You can find a character or make one up. Stay with it long enough for a fair test.

A relevant character soon becomes more than the voice of your advertising copy. It has meaning and instant recognition.

If you are wondering if your character is strong enough ask this question. Could this person be  parodied on Saturday Night Live?

If the answer is yes, you’ve got a strong character and commercial voice. As in Sarah Palin. Watch William Shatner explain -