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What Does Your Marketing Archetype Say About You?
March 30th, 2009 by Kendall SummerHawk
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No matter how much a Soul-Preneur™ loves what they do, if they can’t figure out how to TALK about their services they’ll never attract better, higher paying clients.
What most do is brainstorm a billion different tag lines then wonder why none of them sound or feel like “the ONE.”
The problem is, all that brainstorming isn’t every effective because it’s relying on the wrong information to start with. Crafting a tag line—or ANY of your marketing copy such as sales letters, email promos, flyers and titles—first starts with understanding YOUR unique style and personality.
Okay, sounds good but HOW exactly do you do that?
The best way I know of is to know your “Marketing Archetype.” Think of an archetype as a universally accepted personality that appears in our stories, myths and in the most compelling current marketing campaigns.
A great example is the Hero archetype, put forward so richly and powerfully by the Race for the Cure campaign. Or the Teacher archetype of seeking wisdom, beautifully modeled by Oprah.
Every Marketing Archetype has key words and phrases associated with it. So once you know your Marketing Archetype you can quickly and easily create a compelling tag line, web site and more.
Here are three EASY tips on how to use the power of Marketing Archetypes to attract better, higher paying clients. What this means for you is quickly being able to write and talk about what you do in a compelling, powerful and AUTHENTIC way!
Tip #1 What Is Your Powerful Story?
No matter which is YOUR Marketing Archetype, your marketing must consistently put forward an emotionally rich story. Do this and you’ll authentically draw people into caring about you, what you do and the people you help.
For example, the story theme that is woven throughout all of my marketing is that you can love who you are and what you do and make great money doing it. My Marketing Archetype is the Explorer and the Romantic so all of my marketing powerfully speaks to the idea that you must be unique and authentic (that’s key for us Explorers) and that you can love what you do and make great money doing it (that’s the richness of the Romantic).
Tip #2 Remember That It’s Better To Stand Out Than To Be Ignored
No matter which is your Marketing Archetype it’s vital that you speak powerfully about the gift you’re here to share with your clients. Don’t let fear or that voice that says, “Who do you think YOU are?” stop you from being heard in a powerful way.
Tip #3 Reveal Your CLIENTS’ Archetype So You Can Speak THEIR Language
Once you understand your own Marketing Archetype, you can then easily figure out your clients’, giving you an insight into exactly how they prefer to be marketed to.
For example: since I attract a lot of coaches and I know that coaches are often Alchemist and Artist archetypes, I know exactly what type of language resonates with them best. Words such as “transform, magic, instant, idea and create” really speak to Alchemists and Artists so I make sure to weave those words into my writing. This way, I’m speaking my truth in a way that goes straight into their heart.
Your Marketing Archetype Is A Window To New Language You Can Quickly Use…AND A Window Into Creating Powerful Affinity With Your Clients
Success in business is all about relationship, trust and deep connection with your clients. Marketing Archetypes is a powerful way to build those relationships quickly and authentically, and in any form of media. So the sooner you discover what YOURS is the quicker you’ll be enjoying the gift of attracting better, higher-paying clients that you love.
And if you want to get PERSONAL training from me on what your Marketing Archetype is and HOW to use this powerful system with your clients, then watch your inbox for details about my upcoming NEW certification program! I’ll share HOW you can learn more in just a few days.
Posted in Small Business Marketing • • Subscribe to this feed
Tags: Branding with Archetypes, marketing archetype
Hey Kendall,
You are so right on about finding one’s archetype. It’s key to everything. Love that you have a vocabulary to go along with each archetype too. Fascinating. From looking at your picture, the archetype may determine preferred clothing style as well. Hmmm. An archetype-driven fashion show!
Giulietta
Rebel at large
Comment by Giulietta Nardone — March 30, 2009 @ 6:01 pm
Great article with excellent insights into making authentic connections. It helped me see how to speak with clarity about the painting/horsemanship connection that I am exploring. Thanks for the Audio version too!
Karen McLain
Comment by Karen McLain — March 30, 2009 @ 6:53 pm
I love your archetype model. When I first took your archetype assessment, I was really surprised by the results: Me an artist & innocent? I draw stick people.
But when I read who an artist and innocent was, it described me really well. I create customized online marketing solutions that deliver extrordinary results. “It’s not just a website…It’s the Mother Lode!”
As you may guess, my clients are Explorers!
Karen Brunet - ESS
It’s not just a website…It’s the Mother Lode!
Comment by Karen Brunet - ESS — March 30, 2009 @ 10:34 pm
Kendall…as usual you’re delivering high-value info in your ezine. I know how powerful your archetype work is. Is the info available as an info product?
Comment by Sharla Jacobs — March 30, 2009 @ 11:11 pm
Kendall~
I’m new to your teachings but find them to be truth. I am looking into my marketing archetype now!
Thanks for the great lead….
Tam
Comment by Tam — March 31, 2009 @ 6:15 am
Thanks for the sampling of archetype work. Is it your opinion that any type of business can benefit from archetypes, even those that are faith-based?
Comment by Leelo Bush PhD — March 31, 2009 @ 11:30 am
You’ve got me thinking. What’s my marketing avatar - and my current avatar in general?
I love to reach people. To reach them with my thinking and also through creative works. Teaching used to satisfy, but I no longer want to teach. So cancel teacher. And I don’t have the drive to coach, not any more. So maybe that cancels some more avatars.
I love to bring to life, make life larger, to provide a spark. The avatar? It isn’t god - too grandiose and pompous, plus delusional.
I like to add to life. The image I get is of Michelangelo’s god giving the spark to Adam - but unlike god, I haven’t made Adam. I suppose the avatar can be the alchemist.
Thanks for this blog, Kendall, very much.
Elsa is Elsa
Comment by Elsa — March 31, 2009 @ 7:22 pm