Appendix
How to Rock the Character Codes in the Real World
Learning in both business and life is rarely something you check off your list and file away as “done.” People who are committed to growing and succeeding recognize that answers point to more questions and success points to new challenges.
In this final section of the book, I have included a number of additional teachings, resources, and even a chance to experience Character Coding in person at Client Success LIVE, a three-day seminar. For some, this marks the end of our journey together; for others, we have only just begun.
The following pages include the 11 Pillars, a complete Master Resource Guide, and bonus tickets. Read through the resources, put them into action, and enjoy!
11 Pillars for Your Rock-Solid Platform
In business, you want to be clear about who you are, what you are about, what your message is, whom you serve, and how clients or customers say yes to your product. In fact, I discovered that regardless of the business I was building, or if I wanted to stand out in the corporate environment, there were certain steps to map out and address in order to create success.
When these items were in place, achieving goals was inevitable. These 11 steps were so valuable that I came to refer to them as the 11 Pillars. This same process can be used by anyone—from entrepreneurs who want to create a business based on an idea scribbled on a napkin to the managers or executives planning to launch a product, expand a territory, or rise through the ranks to become a leader in their company.
You have learned all about Character Coding. Now I will show you how I implemented that knowledge using the 11 Pillars. Do you remember from Chapter 2 I mentioned that if you build it, they will come? Well, this is the foundation upon which you will build your strategy as you use the Character Codes. The order of the 11 Pillars isn’t random, but carefully created, beginning with knowing yourself and culminating in creating a global perspective as a philanthropist. I recommend that you work them in order and then regularly review as needed.
Pillar 1. Personality
Knowing and showcasing your strengths is key to attracting clients. What makes you uniquely “you” is what sets you apart as a rock star in your company or as a celebrity entrepreneur. You may be thinking, “Of course, I know who I am,” and that may be partially true. But how deep have you looked? Are you using this self-knowledge and understanding in your marketing? Most people just focus outward on the client and forget that they are a key asset in their business. People will buy who you are before they buy what you’re selling. As you learned Character Coding, you realized we dove deep into all aspects of you—the strengths, the challenges, and the driving need that motivates you. Instead of hiding from it, embrace it and utilize it. Every action we take starts with an idea, feeling, or drive that comes from within. We benefit from being aware of it and serve others with the gifts we bring to the table.
Pillar 2. Purpose
Some in business call this a mission statement, but my definition goes deeper. It is discovering the real why behind what you do. I have a seven-step process I guide clients through to get to this answer. The shortcut is to tell you the end result: it is knowing what lesson you want to teach if you have only one message to share with the world. Getting that specific will keep you energized and focused along the journey. This purpose or core message may remain as a personal statement of self, or it may become a marketing message. Either way, it is a driving force that keeps you moving forward and sustains the bridge between you and your clients.
Pillar 3. People
No one is an island, and a business starves without clients. People are the lifeline of your growing business, and so selecting your ideal client is a very important decision. Chapter 8 delved into how the different Character Codes get along and explored successful working relationships. Chapter 9 explained how to attract the clientele you want. Keep in mind that although your ideal clients are important, they don’t enter the process until Pillar 3. Note the interconnection between each pillar: figuring out Pillar 1 (you), making Pillar 1 purposeful through Pillar 2 (your why), and utilizing Pillar 2 to reach out with Pillar 3 (your people).
Pillar 4. Potential
This is the big dream, the vision—understanding what your own personal potential is and what is possible in your business. Every great success story teaches that it is essential to have a vision. What the stories often leave out is why. When you are clear about where you want to go, it affects every decision you make today and tomorrow. One decision at a time, day after day, is how you ultimately reach your goal. Without this clarity, you won’t be able to make the right decisions when you need to. The good news is you aren’t locked into a predetermined plan. You can make adjustments and reevaluate at any time along the way. Spend some time mapping this out, including the main route as well as alternative routes, and use what you learned about the Character Codes to gauge your potential and figure out who can help you reach your goal.
Pillar 5. Passion
What are you really passionate about? What happens for the client as a result of taking this journey with you? What happens when someone buys your product? What does saying yes really mean? If you want to attract clients, you must be able to describe the transformation that comes from working with you. This often isn’t the immediate response, but rather the far-reaching consequences. For example, if you sell Widget A that cuts dinner prep time in half, is your message about saving 30 minutes? Or is it a more transformational benefit, what 30 minutes just bought back: more time with kids and your spouse, fewer hassles over daily chores, more time to exercise, feeling less frazzled, etc. This is the Pillar where you focus on what you’re really providing and communicate it to your clients. Depending on which Character Code clients you choose to serve, you’ll want to make sure this message is delivered in a language they understand.
Pillar 6. Process
I am ultimately a marketer at heart, and I know most marketing experts will tell you never to discuss your process. The process is how you do what you do. It is true that this is dry language and only one of the Character Codes really wants to know this information. However, it is a big seller with all the Character Codes to know that you have a process. Clients like to know that you have a system and an organized method behind your work.
Before you discount this Pillar as not relevant for you, please realize that everyone has a process for something. It could be the steps you take in serving your clients, developing or using your product, or organizing your information; or perhaps it’s managing your team, treating your patients, or running your events. What I encourage is for you to consciously know and refine your process and possibly even brand it.
Within this Pillar are many strengths and talents you’ve been taking for granted because they come easily to you. Your unique talents are often why your clients say yes. Knowing how to communicate your process in a very short, understandable way (focusing on the benefits) could help you land the next big account or a promotion or get new clients lining up outside your door.
Pillar 7. Problems
In its most simplistic definition, a business exists to solve a problem for its clients. The problem-solution model is the basis for most inventions, products, and services. Does your back hurt? You need to see a chiropractor. Is your hair greasy? You need to buy shampoo. Did your neighbor sue you? You need to hire an attorney. Are you a rising star surrounded by paparazzi? You need to engage a PR firm. In order to attract clients, you must always be aware of their problems, express understanding or empathy, and then let them know your solution. I have seen business owners who created a great product but were marketing it to the wrong type of clientele, then wonder why no one was buying. Make sure you are solving a problem that your Character Code client needs to have fixed.
Pillar 8. Plan
I do love having a well-laid plan and seeing it executed. Of course, nothing ever goes entirely as planned. There are always many adjustments to make along the way. However, this doesn’t mean you should throw out planning! This Pillar is about mapping out and building an organization’s or entrepreneur’s sales structure. Plan everything precisely: terms, product specs, deliverables, pricing, delivery dates—the works. This Pillar requires a lot of work to complete, but it is worth the effort. I know some Character Codes prefer to wing it and don’t want to drill down into specific details, but I encourage you to do it anyway. It is a client turnoff to show up unprepared and hope he or she stills says yes to working with you. True confidence comes when you know you have something rock solid to offer, a competitive price, and a date for delivery. The effort you put into this Pillar will pay you back in dividends.
Pillar 9. Promotion
If you don’t promote what you do, you will become the best-kept secret in your industry. This is not a distinction you want to achieve. Most businesses require continuous marketing efforts to ensure a steady stream of clients. Read about driving needs in Chapter 1 again, for it will transform your marketing. Revisit Chapter 10 for more Character Coding in marketing and sales. Knowing which Character Code clients you want to attract, understanding their dreams, fears, and deepest desires, provides invaluable information for your marketing and promotion activities. When it comes to attracting clients, the most important thing to focus on is need. Review the “Psyche” section in each Character Code chapter to make sure you don’t waste your time or money pitching to an unwanted need. You want your marketing to pay off and your product or service to be a win-win for everyone involved.
Pillar 10. Progress
This is the Pillar dedicated to tracking the milestones and measurements in your business. It is connected to Pillar 4 in that you first need to know where you are going, and then you use this Pillar to keep tabs on your progress. If you don’t pay attention to the details along the way, you won’t know if your plan is working—often until it becomes painfully obvious. Milestones and measurements track progress and allow for adjustments and course corrections. Very few plans are executed based on the first draft, and most are revised along the way, so expect to be tweaking as you go along. When it comes to attracting clients, this also means being aware of the needs of the different Character Codes in regard to the changing environment, economy, or evolving marketplace factors. Regularly tracking benchmarks in your business is worth the effort. If you are a Class President or Scholar Character Code, this sounds logical and you are ready to go. Some of the other Character Codes dread this Pillar. Not everyone needs to use a spreadsheet to track the details, but at a minimum, you need awareness and a plan in order to reach your goal.
Pillar 11. Philanthropy
In the beginning, you may be motivated simply by basic survival needs. Over time, you may become intensely interested in multiplying your product or service message. Then you will likely wish to expand your business and improve your overall quality of life. Ultimately though, you will want to have a bigger view for your business and yourself. Interestingly, your clients will love having something more to get behind when they buy your product or service.
This Pillar is about making what you do and sell bigger than just you. You will want to give back to keep the cycle of abundance and success flowing. This is a Pillar you can put into action even in the beginning of a new business or venture. Adding this Pillar to your portfolio causes a shift in your thinking, from simple survival to a more global mindset as a caring philanthropist. Choose your philanthropy based on what matters to you, and it is likely to resonate with your Character Code clients. This Pillar is a win-win-win, elevating you as a business owner, attracting clients, and serving your chosen community through the philanthropy.
Master Resource Guide—How to Read a Client Now
Additional resources, downloads, quizzes, slides, and videos were listed at the end of each chapter. Here is a complete list and the links to access them, including a few new ones you’ll want to check out.
Chapter 1. The Creation of the Character Code System
Take the online shortcut quiz “Which Character Code Are You?” at http://charactercode.com/quiz. It will shed light on why you do what you do and will take you less than five minutes to complete.
Download the resource “Driving Needs for Each Character Code and How to Keep Your Clients Happy” at http://charactercode.com/happyclients.
Access the “Character Codes at a Glance” chart in color at http://charactercode.com/ataglance.
Chapter 2. The Challenges We Face in Attracting Clients
Download the resource “Deal Maker—Where to Focus in the First Impression” at http://charactercode.com/firstimpression.
Access the “Assumptions in Action” to visually see the assumptions via pictures. Make your own judgment call at http://charactercode.com/assumptions.
Chapter 3. The Class President Character Code
Download the “Class President Character Code Overview” to have the details and color sketches right at your fingertips at http://charactercode.com/classpresident.
Access the resource “Taming the Class President Meanie” for tips and insight (and a little humor) at http://charactercode.com/classpresidentmeanie.
Chapter 4. The Cheerleader Character Code
Download the “Cheerleader Character Code Overview” to have the details and color sketches right at your fingertips at http://charactercode.com/cheerleader.
Access the resource “Taming the Cheerleader Meanie” for tips and insight (and a little humor) at http://charactercode.com/cheerleadermeanie.
Chapter 5. The Actor Character Code
Download the “Actor Character Code Overview” to have the details and color sketches right at your fingertips at http://charactercode.com/actor.
Access the resource “Taming the Actor Meanie” for tips and insight (and a little humor) at http://charactercode.com/actormeanie.
Chapter 6. The Scholar Character Code
Download the “Scholar Character Code Overview” to have the details and color sketches right at your fingertips at http://charactercode.com/scholar.
Access the resource “Taming the Scholar Meanie” for tips and insight (and a little humor) at http://charactercode.com/scholarmeanie.
Chapter 7. The Activist Character Code
Download the “Activist Character Code Overview” to have the details and color sketches right at your fingertips at http://charactercode.com/activist.
Access the resource “Taming the Activist Meanie” for tips and insight (and a little humor) at http://charactercode.com/activistmeanie.
Chapter 8. The Artist Character Code
Download the “Artist Character Code Overview” to have the details and color sketches right at your fingertips at http://charactercode.com/artist.
Access the resource “Taming the Artist Meanie” for tips and insight (and a little humor) at http://charactercode.com/artistmeanie.
Chapter 9. Which Character Codes Get Along and Which Clash?
Download the resource “Shortcut to the Best Character Code Matchups” at http://charactercode.com/matchup.
Access the “Character Codes Combos” chart in color at http://charactercode.com/combos.
Chapter 10. The Character Codes in Marketing and Sales
Access the “Think Fast—Shortcut to Character Coding” pairing chart and resource guide at http://charactercode.com/thinkfast.
Download the expanded resource “Client Attraction Turnoff’s and Turn-on’s” at http://charactercode.com/clientattraction.
Access the “How to Work a Room” resource and stories to learn more about using Character Coding in your networking at http://charactercode.com/workaroom.
Chapter 11. Putting the Character Codes in Action
Access the “Heroic Journey” resource and stories to learn more about using Character Coding to make things happen at http://charactercode.com/heroicjourney.
Additional Resources
Submit your “Character Coding Story” for possible publication and share your Character Code stories at http://charactercode.com/story.
Put Character Coding into action at the Brandy Mychals’ Client Success LIVE seminar and claim your two VIP bonus tickets for free ($1,500 savings) at http://charactercode.com.