TWO
The Challenges We Face in
Attracting Clients

If You Build It, Will They Come?

I LOVE A GOOD CHALLENGE. I like the feeling that comes from seeing a problem, figuring out a strategy to solve it, and then realizing the results. I’ll bet you do, too.

Every business owner, executive, or entrepreneur has the same challenge: generate revenue, which typically means having clients who will buy their goods or services. In the movie Field of Dreams, a voice whispers to farmer Ray Kinsella, “If you build it, he will come.” Ray builds a baseball diamond in his cornfield and then waits as old-time players show up. Meanwhile, he is near to losing his farm. Ray is fortunate; the baseball diamond and the phantom ball players become a draw for paying customers at $20 a head. His farm is saved from foreclosure. The whispered remark from this movie became a mantra for many in business: “Build it and they will come.”

The bottom-line message is clear; there is no success in business without a client base. Many have jumped into starting a business from a simple idea, took the blind leap, and then watched their business fail. It turned out that there wasn’t a client base or that the product didn’t solve a need the customer was aware of. I’ve experienced both outcomes—the failure and the success. What was the difference? For the success, I used Character Coding to make sure I created a product that served my clients’ driving need, and clients lined up at the door.

I love the build-it-and-they-will-come model, as long as it isn’t a blind leap. Use the Character Codes to make wise decisions. It is classic problem-and-solution thinking, and it works. So let us assume you have accomplished the first basic business building steps. Now the question is, how do we attract clients and close the deal in order to realize our dreams?

Well, it really starts with you personally. Whether you generate a client base in person (meeting one-on-one, networking, speaking to groups, attending trade shows, participating in live events), do it online (Internet marketing, e-mail, ads, social media), or use any other marketing means, there is a face, a persona, an energy or attitude that you communicate to your potential client base.

This is why you need to be clear about who you are, what you are about, and what your message is (above and beyond just your product or business model). Your potential customers need to know that you can solve their problem; they want to like you, your company, or your brand, and they need to know the quickest way to say yes to your product or service.

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain’t got nothin’.

—Leo Burnett, legendary advertising executive

Here is an example. Three former corporate desk jockeys are downsized and find they’re unable to land another job. Each signs up for business and marketing training to become a social media coach. They are all about the same age with similar experience and find themselves now competing for clients along with every other business owner in the marketplace searching for the entrepreneurial promised land.

Tom with the Geek Hotline. Tom uses Character Coding to realize that as a Scholar, he doesn’t want to have to attend every networking event and is happiest working from home with his laptop. When he does meet people in person or online, he realizes that some think he is a little geeky, and so he decides to use that as a strength in his branding. He chooses Cheerleader women entrepreneurs as his ideal clients and designs marketing that identifies their pain of being overwhelmed, having too much to juggle, and being burdened by social media as just another “to do” on the list and a tech nightmare to boot! He creates a “Geek Hotline” and uses headlines such as “Geek It Done for You: Social Media Solutions for Business Superwomen.” He quickly spots his ideal clients whenever he does choose to network, greeting them in a fun and upbeat way with “Hi, I’m Tom, your Geek-for-Hire for Women-on-the-Go. How can I shorten your to-do list today so you can have more fun?” Tom builds a small business doing what he loves.

Adam with Excellent Customer Service. Adam studied hard when he took his training, and he diligently applies everything he learned. He jumps into networking and online marketing, creates products, buys ads, and rents office space for his new business. He uses the templates, copy, and standard business formulas he learned. The costs rack up, but the clients are nowhere to be seen. Adam is trying everything but keeps running into the same problem: he is indistinguishable from everyone else. He is embarrassed when he attends social networking events and finds he’s standing next to five other entrepreneurs, all specializing in social media. Adam admits he would be hard-pressed to say why you should work with him versus any of the other experts. They’re all saying the same thing, promising fair prices and excellent customer service. He doesn’t stand out. The cost and the lack of clients become too discouraging, and Adam folds his entrepreneurial tent.

Sandra with Successful Networking. Sandra quickly realizes the field is crowded. Everyone is now a social media expert, and she wonders what will set her apart. As a combination Class President–Cheerleader Character Code, she is great with strategy, excellent at getting things done, and a darn good networker. She knows how to make a great first impression, loves meeting new people, and is less interested in handling all the minute details. Sandra decides to play to her strengths, creates a social media matrix designed to market to women consumers, and builds an overseas outsourcing team to handle the execution. She networks, makes connections, and sets up meetings with small businesses and corporations that are looking to contract their social media. Sandra consistently presents well—she uses her research on the phenomenal buying power of women consumers and the exploding growth in social media commerce and makes sure people understand how much time consumers spend online and how her matrix and outsourcing team provide the missing ingredients for a big piece of this pie. Sandra’s business is thriving.

Tom and Sandra understood the principles you’ll learn throughout this book:

Use Character Coding to know who you are and how to play to your strengths and set yourself up to win.

Identify an ideal Character Code client and make sure your product, business model, or message answers a problem the client needs solved.

Serve your client’s driving need and provide an easy way for the client to say yes.

Understand the importance of your first impressions whether online or in person.

You are going to want to master the art of making a successful first impression if you want to do what Sandra and Tom did: show up before the world and visibly express how you are the expert at what you do—your greatness, if you will—and why your potential customers or clients ought to be beating a path to your door. Yes, if you do the work to build yourself and your business, they will come.

First Impressions, Professional and Personal

I knew a professional who said, “I know I come off like a jerk when people first meet me, but later on they see I’m really a nice guy inside.” Being a nice person—that’s the only personal quality that really matters, right? Actually, that isn’t the case. The truth is, most people won’t take—or simply don’t have—the time to get past that first impression to get to know you better and then decide later on whether or not they like you. What most people do is make a few split-second assumptions, then decide whether or not they want to get to know you, either personally or professionally. At that point their mind is made up and they are done.

Whether or not you think this is fair, I invite you to consider why people operate this way. It is all about biology and survival. Our nervous system has been programmed to quickly assess situations to see if they are safe or not. This includes making assumptions about people. Is it safe for me to ride alone in the elevator with that person? Can I trust this new bookkeeper? Should I give out my cell phone number or e-mail address?

We make these all-important snap decisions based on first impressions of people, situations, products, services, and online communications every day. This is why the Character Code System was designed to be a visual system and serve the needs of our fast-paced society and ever-shortening attention span.

These snap decisions are commonly based on a visual image or perception that we assimilate into the database of our brain: that first impression becomes either intuitive acceptance or distrust. Discovering the implications of the first impression is paramount in our businesses, as well as in our personal lives. You don’t need a social scientist to prove first impressions are scientifically sound. You just know it.

… perception becomes reality. This implies that you ought to manage your image and reputation as well as your actual work.

—Jeffrey Pfeffer, PhD
Stanford Graduate School of Business

Showing Up

First impressions are often lasting impressions. People usually stop processing new information or perceptions about you once they have reached their first impression, even if you start showing up in a new way. As you read in the following chapters on the individual Character Codes, you will discover that some types are more open to noticing a change in your behavior, while others go to great lengths to prove their initial assumptions about you were correct.¹

That is huge.

Are you beginning to realize that first impressions are about more than just looking pleasant, having a warm smile, or using a firm handshake? There is a deeply rooted psychological and biological basis for the persistence of the first impression. Therefore, it is most important that you make the greatest first impression possible. Since you usually only have one shot at showing up, you want people to make the most positive judgment about you.

You Control First Impressions

On what information are first impressions for likability formed? You may find it surprising to learn they are largely made by assessing visual input.² And why do we care about likability? Because it influences the yes or no response from a potential client.

Bob Burg, bestselling coauthor of The Go Giver and author of Endless Referrals, says: “All things being equal, people will do business with, and refer business to, those people they know, like and trust.”

The “know, like and trust” factor begins with the first impression, and it is important to know that the breakdown listed below is filtered differently by each Character Code. In other words, each Character Code applies his or her own meaning to the message you are sending. For example, a well-dressed Class President in a suit would be perceived as professional and classy by another Class President—and likely be perceived as professional but stuffy by an Activist. A Cheerleader in a floral dress might be perceived as fun and stylish by an Artist but not taken seriously by a Scholar.

Here is more on the breakdown of first impressions for likability³:

What We See

Fifty-five percent of your first impression is based on your appearance and presentation. Appearance includes your hair, makeup, jewelry, nails, clothing, accessories, and shoes. Presentation includes your body language, posture, facial expressions, and physical communication.

What Sounds We Hear

Thirty-eight percent is your vocal tone, the sound of your voice, volume, quality, pitch, and resonance.

What Words We Hear

Seven percent is your speaking style—the actual words and phrases you express.

Appearance

Your appearance is by far the most important aspect of your first impression. It isn’t about being conventionally pretty, nor is it about your age or your size. It represents the choices you make in how you show up. It is like the packaging for a product or an advertisement for a service. How you choose to package your external appearance should showcase your inner value. We all have inherent value, but are you expressing yours externally? It would be great if everyone could see the gem you are inside, but first impressions are based on what the eye sees, and that is the packaging. Make sure you visually express your value.

It is only shallow people who do not judge by appearances.

—Oscar Wilde, Irish poet, novelist, and critic

A mistake I often see people make is in thinking that the only way to express value or make a good first impression is to wear a classy or expensive suit or dress. While it is true that kind of apparel can send a professional message, if it isn’t you, then seek an alternative. There are so many options today to put your best foot forward and still show up feeling empowered. I suggest you stick to being you. I’m not advocating that you wear your comfy pajamas to work, just that we can all be a sparkling and shiny version of ourselves while still being true to who we are inside. In the dedicated Character Code chapters, I will share suggested items so you can work with your natural look while helping your ideal client feel comfortable and trusting when meeting you for the first time. These are smart, savvy, and subtle suggestions to use as you consider your audience or the ideal clients you want to attract. Below is an example of how to put this into action.

Your Appearance in the First Impression

In one of my businesses I was marketing to a Cheerleader-Activist Character Code combo. As a Class President I was happy wearing black clothing all the time; however, the color black wasn’t appealing to my Cheerleader clients (it made me appear too austere), and it was a turnoff to my Activist clients (who almost never wear black). Now, I wasn’t about to start wearing floral skirts or a yoga wrap, because it wouldn’t feel like me at all. So I choose to start using dark blue as my “new black” and added dark brown and some gray to mix up my wardrobe and lighten my appearance. It was a subtle shift that made me more approachable for my ideal clients, and yet I still felt empowered as a Class President. The result: my private consulting practice was filled with my ideal Character Code clients that came up to me and said, “I have to work with you.” Of course, there’s more to attracting clients than just how you look—but I don’t want you to overlook or underestimate the communication of your appearance—first the impact it has on you, and second the impact it has on others.

Those things we care most about are reflected in our appearance, and so we are constantly giving clues to others about how we want to be treated. Here is a breakdown to give you a clearer idea of how to identify those clues—in yourself and others. Each of these items will be covered in detail for each Character Code in the following chapters.

Hair. Hair is a great indicator of a person’s Character Code. Hair length, style, type of hair care product, coloring, neat or disheveled grooming, and regularity of cuts are all assessment features for Character Coding. For men, this also includes whether they are well groomed and whether they are clean shaven.

Makeup. Makeup speaks loudly and clearly about a person’s Character Code. Some may wear makeup because they enjoy it and others because they think it is expected or required for work. Most people form an impression about a woman by noting if she is wearing a lot, a little, or no makeup at all.

Jewelry. Choice of jewelry is extremely personal, from costume jewelry to a one-of-a-kind designer piece. When you see someone wearing jewelry (or not), it provides insight into who they are and what they care about. It is not only the style but the amount of jewelry they wear. Complimenting people on their jewelry is one of the easiest ways to start a conversation in a networking setting. It is nonthreatening and a great icebreaker.

Clothing. Choice in clothing broadcasts who we are: the style, color, fashion sense, and care we put into dressing ourselves. It doesn’t have to be costly to look pulled together. Our driving need contributes to why we select the clothing items we choose to own and what they mean to us.

Accessories. Your choice of purse, bag, or briefcase is more than just about a way to carry your belongings. Right down to the cover for your iPad, your accessories are part of your personal branding, a reflection of your individual style. Small, large, fashionable, worn, pricey or knock-off, all provide additional insight into your particular Character Code.

Nails. Attention to fingernails sheds light when it comes to Character Coding and is often a great clue when typing people all wearing the same uniform. Length, paint color, and patterns differentiate individual Character Codes. Meticulous? Chewed and bitten? A man with buffed nails? Often the little details can be so telling.

Shoes. Sneakers, high heels, flats, oxfords, platforms, wing tips. Clean, scuffed, shined, ignored or lovingly cared for; footwear provides many insights into personality. Each of the Character Codes wears and cares for footwear quite differently.

I still have my feet on the ground. I just wear better shoes.

—Oprah Winfrey

Presentation

Your presentation plays a significant role in your first impression and is largely assessed by visual means. The way you carry yourself, your facial expressions, your hand gestures, and the way you move your body combine to form a language all its own. These actions communicate a distinct message to the viewer in a first impression—as do texting, looking impatient, slouching, making nervous repetitive gestures, and maintaining eye contact.

How things look on the outside of us depends on how things are on the inside of us.

—Anonymous

If you are attending a networking event for business professionals and want to meet new contacts, that means you need to be approachable. A very common presentation mistake is crossing your arms over your chest, which looks to others like a defensive shield or even like you are antisocial. If you are holding up a wall or texting, the message you’re sending is that you’re busy. No one will want to interrupt to talk to you. Neither one is very appropriate for networking! Below is an example of this in action.

Your Presentation in the First Impression

When I first started speaking, I always looked so serious. It wasn’t that I didn’t have a good time; I just really wanted to share my information with the members of my audience and make sure they “got it.” A typical default facial expression for a Class President is to be thinking, and that can come across as looking stern. I had to learn to bring out more of my Cheerleader side and smile. After I was done presenting, I would immediately begin packing up my laptop and PowerPoint clicker. After all, as a Class President, I value efficiency. I quickly noticed that this action made me unapproachable to the audience members that were lining up and wanting to connect with me after the presentation. I learned to immediately move into the “meet-and-greet” mode following a speech. The packing could wait.

Presentation contributes to that 55 percent of a first impression based on what we see. This influences prospective clients who are deciding whether or not they like you, want to connect with you, or want to work with you. In the following chapters I’ll cover your posture, hand gestures, eye contact, facial expressions, movement, pacing, and the energy, or vibe, you project. Each of these physical traits is very telling about you as a person and part of Character Coding.

Speaking

The words you choose and how you deliver them is also a key part of your first impression. What is interesting is that the way you deliver your message is five times more impactful than the actual words you use when it comes to likability.⁴ Most people spend a lot of time working on the wording but don’t realize the negative impact of a monotone voice, a high-pitched squeak, a nasal tone, or a harsh vocal quality. Vocal coaches will encourage you to breathe, open your mouth, and move your jaw. Those things can have a big impact, particularly over the phone, as many people tense up when required to make calls—especially in the sales industry.

To speak and to speak well are two things. A fool may talk, but a wise man speaks.

—Ben Jonson, dramatist, poet, actor

Listening to the words that people use and their vocal delivery provides great insight into their Character Code. If you pay attention, you will see how they are shouting out their driving need through the way they communicate. They’re just waiting for you to notice.

Your Speaking in the First Impression

If I need to get something done and am focused and not paying attention to the people around me, I will default to my Class President mode of speaking very directly, in short sentences, with abrupt endings expressing my desire to “bottom-line” it. Sometimes this is effective, and other times it is not—it depends on your audience and the situation. If I’m in my Cheerleader mode, my voice actually gets higher pitched, it has more lift at the ends of sentences, and my language will be more friendly and playful. In the first situation I’m clearly expressing that I want you to dazzle me with certainty and get the issue resolved quickly and decisively. In the second situation I’m showcasing that I’m ready for fun and adventure.

It doesn’t mean that words don’t matter—they do. However, if “content were king,” there would have been a line out of my biochemistry teacher’s classroom trying to get in, instead of the mad rush to escape whenever the lecture was completed. If you want to share a message and see that it lands effectively, whether you are a speaker, entrepreneur, or sales professional, make sure you consider what you say, how it is presented, and how you “package” it.

The trouble with talking too fast is you may say something you haven’t thought of yet.

—Ann Landers

Speaking is a great way to confirm people’s Character Codes in addition to what you have already noticed based on their appearance and presentation. Are they articulate? Do they have a good vocabulary? Do they express their thoughts confidently, mumble, stutter, or use slang? What people say and how they say it provides telling insight into who they are and how they think.

Psyche

Psyche was the Greek goddess of the soul. Psychology defines the psyche as the sum total of our conscious and unconscious mind: how we came to be who we are, what we value, and how we understand and use our strengths. In Character Coding, interpreting the psyche reveals the why behind the way we show up for the world. The psyche is the source of our choices in our appearance, presentation, and speaking style that, together, contribute to our individual Character Code.

The psyche component of the Character Code System explains why we care about the first impression and why it’s important to understand the motivations fueling our decisions. There is a “Psyche” section in each Character Code chapter to help reveal the driving need, the impact of nature versus nurture, character traits, and our behavior under stress and in conflict.

Each Character Code has its own critical voice, which I describe as the inner meanie. Learning that you’re not the only person who suffers from negative self-talk, and that the inner meanie talks similarly to others who share your Character Code, can be liberating. The inner meanie never speaks the truth and operates from the mental space where fear, doubt, and insecurity reside. Understanding the inner meanie—not just your own but that of your ideal Character Code client—will hugely impact your marketing and customer service.

Also included in the “Psyche” section are character traits, conflict, stress and emotions, health and wellness, jobs and career, marketing and sales, and ideal clients for each individual Character Code. At the end of each chapter, the best and worst ways to make a first impression for that particular Character Code are outlined. Knowing this will determine if you will attract people to you or push them away.

The Judgment Call

A judgment call occurs within several seconds of a first impression.⁵ This call occurs whenever a person sees you for the first time. That means when you are sitting in an office, getting out of your car, shopping at the grocery store, making a conference presentation—any time another person takes particular notice of you. If you are meeting someone in a work setting, the judgment call isn’t necessarily when you step into the person’s office. Instead, it might be when the person sees you waiting in the lobby or walking down the hall toward his or her office. A job interview can be over before you sit down.

First impressions and subsequent judgment calls are made almost instantly when visiting your website, when a client reads your business proposal, or when a consumer views a product in its packaging. If your website doesn’t lead viewers to the information they seek immediately, they are gone.⁶ If your business proposal has typographical errors or is printed with a blurry inkjet printer, your prospect may reject you as unprofessional. If your product is packaged in a plastic clamshell and your customer prefers recyclable packaging, it may cost you the sale. This is why marketing departments spend so much time and money trying to figure out what will best appeal to potential clients. With Character Coding you have the advantage. Once you read the chapter for your ideal Character Code client, you can make informed business decisions. Mere seconds may make all the difference between a yes and no response from prospective clients.^{7, 8}

How does that first impression of your appearance, presentation, and speaking style translate into a decision? By the judgment value that your potential client places on any or all of the assumptions listed below:

Trustworthiness

Confidence, credibility

Financial status

Education level, intelligence

Sophistication, success

Family history

Relationship status, sexual identification

Religious background, morality

If you are thinking, “Wow, that’s quite a few decision points,” you’re right. But consider that not all come into play every time, and they are never equally weighted. The individual Character Codes develop their own list of priorities, based on their individual driving need—in other words, what they value most in life. For example, an Actor Character Code may be more concerned with your financial status and confidence, a Scholar with your intelligence and education level, an Activist with your trustworthiness and family status.

Making these assumptions in a quick first impression doesn’t mean that a judgment call is always right; it’s just that it is always made. Understanding this two-step decision-making process—how first impressions are formed and how they inevitably lead to a judgment call—is key to successful communication in business and your personal life.

Go to http://charactercode.com/assumptions if you want to see the assumptions in action through pictures.

Deal Breakers

It won’t matter how well you know your potential clients or how quickly you can spot which Character Code they are if you are engaging in any of the deal breakers listed in the next section. Why? Because if you sabotage the first impression in person, in print, in products, or online, your potential client is long gone before you even realize it.

As entrepreneurs and executives, we are personal brand ambassadors for our business or company. We are the face of our organization, and the way we show up often decides the deal before a product or terms have even been discussed.

Now, before you start thinking you need a complete personal makeover or years of finishing school, let me share my philosophy. I’m not encouraging you to be a puppet or suggesting you dress up in costume. I believe the most successful individuals are simply themselves—just the best version of who they are. They are aware of how they come across and how they need to connect with others. They also know that not everyone may be their ideal client or customer.

In the next several chapters devoted to each Character Code, I discuss each one’s strengths and challenges in great detail. I don’t suggest that a Scholar Character Code suddenly start behaving like a Cheerleader Character Code. However, we can always show up as our best selves, and I want you to be successful. I don’t want your brilliance overlooked or your first impression spoiled because of some faux pas you made and weren’t even aware of.

Avoid Sabotaging Your Success Before You Have Even Said a Word

Below are some general first-impression deal breakers you can avoid when it comes to your appearance and personal branding:

Poor hygiene. Most people have this covered, and yet when it occurs, it is a real stinker of a deal breaker. You want to always put your best foot forward and not offend. Think breath, body odor, and bad hair days. Some of the Character Codes are less concerned with these issues, but everyone needs to pay attention to them.

Style. We all have our own style, and as you study the Character Codes, you’ll know what each person’s style means and the message the person is trying to send you. Regardless of your personal style, whether you wear a suit and tie or a floral dress, looking “pulled together” goes a long way. Little details matter, like scuffed shoes, worn belts, or clothing that is too big or too tight.

Fashions fade, style is eternal.

—Yves Saint Laurent, French fashion designer

Awareness. How are you coming across? Do you stand too close or too far away? Are you always serious or always smiling? Do you really see the person standing in front of you? How is your message being received, and is the person listening to you? The answers to these questions should vary based on the individual you are talking to—that’s what makes it a conversation. Being unaware of how you are being received is the deal breaker.

Speaking style. From rarely speaking up to stealing the show to always interrupting to “hotdogging” the conversation; long pauses, no active listening skills, poor enunciation, a monotone voice, or harsh language—any and all are first-impression deal breakers.

First-impression faux pas also extend to your product packaging and online marketing. Consider these two examples.

Electronic first impressions. You only have seconds to grab the attention of potential customers and keep them on your website or get them to continue reading your e-mail marketing. Make sure your brand clearly represents who you are and connects with your ideal Character Code client. The colors you select, layout, images, typefaces, use of white space—all form a composite call to action.

Product packaging. If your product isn’t “wrapped” in a package that connects with your ideal Character Code client, it won’t be purchased. Make sure the shape, color, title, language, and size of the package speak to the Character Code you are marketing to for optimal results. Selling to an Activist? Your packaging had better be ecofriendly. Selling designer clothing to Class Presidents? That hanger had better be distinctive. Use the “Psyche” section at the end of each Character Code chapter to understand how to reach your ideal client.

You want to know why your product, service, or information is top-notch in your industry. It takes work to create something that is well developed and will create explosive sales. Reward all that hard work by investing some time and energy in creating a fabulous first impression not only in person, but in your marketing, product packaging, and presentation.

Showing Up for Business and Life

So why do we care about first impressions? Because this is how we show up, how we communicate who we are and what we care about, to the rest of the world. Because we want to make a good impression so people will like and respect us, become our friends or our business partners or clients. Because we want people to make favorable judgment calls about us.

Whatever the type of first impression, whether it is made in person, by your products or services, or in your print or online presence, it’s always about you. Your persona is part of everything you are and everything you do. Always make it the best you can be.

Remember from the Introduction when I described the period of my life when I didn’t care how I was showing up? I was sending the message that I didn’t care to all the people I met, and they reflected it right back at me. What was I thinking? It wasn’t reasonable to expect anything else. When I started showing up for myself, the response from the outside world was amazing. It fed into a positive feedback loop of encouragement and success.

How we package ourselves matters, not because of the brand-name clothing or expensive accessories we wear, but because of the assumptions people make about who we are. Our personal branding tells the world how to treat us, and all those around us are doing the same thing, just screaming out who they are, telling us what they need.

When you understand this—not only about yourself, but about others—you are better positioned to communicate with your audience. Having your message land, hit home, and speak to people in their language is the secret behind effective marketing and outrageous sales (and successful personal relationships, for that matter).

Ultimately, it all boils down to communication. Knowing who you are and who your audience is will unlock the doors to success. The Character Codes will help you unlock those doors by showing you how to understand and communicate with others in ways you never imagined. Build it and they will come!