The Flaw is the most interesting of the four. It is the one that most marketers like to hide.
Our greatest weakness as perceived by others can also be our greatest strengths in the right circumstances.
Let me explain by sharing a quick story. 20 years ago I was sitting in a Montreal alley, letting a complete stranger draw my caricature. Aline and I were vacationing in the city and decided to check out the artists. It took about 20 minutes to sit for him. When he was finished, he showed it to me. Aline said it looked exactly like me. I didn't agree.
The artist took a flaw from my face and accentuated it. He made it the focal point of my profile. There was one thing I wish I could change. And he turned it around and made it the hero of my face.
Most of us hide our flaws behind a mask in order to protect ourselves. Flaws make us self conscious. They remind us we are not perfect.
Every good character has to have a flaw. It's what makes them real, memorable and remarkable.
Luke Skyywalker is a whiny turd.
Michael Corleone is in the mafia.
Sheldon Cooper is socially awkward.
The flaw rounds out the character and makes them interesting. Without it, the character would be flat and boring.
Most marketers don't display the flaw. They hide the character behind a mask, trying to convince customers to believe in the message. Yet, it is the flaw where ALL the magic lies.
Just like with the caricature artist, the flaw brings out our uniqueness. Marketing is about getting in a potential customer's head. To be memorable.
If everyone says the same thing, looks alike and acts the same way, then there is no differentiation in the market.
I want to know the flaw or the vulnerability of my clients. It makes it easier for their narrative arc to be believable.
If you're marketing yourself or your business, remember that flaws are equally important to your perceived strengths.
In essence, it is your flaw that makes you stronger...
If you want to develop the character arc for your brand, you can contact me at ricknicholson369@gmail.com.
