Article Contributed by Kendall SummerHawk
No matter how much a Soul-Preneur loves what she does, if she can’t figure out how to TALK about her services she’ll never attract better, higher paying clients.
When it comes to business marketing, most people 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 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. Another example is the Teacher archetype of seeking wisdom, beautifully modeled by Oprah.
Every Marketing Archetype has key words and phrases associated with it. 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 powerful and authentic way!
Tip #1: What is Your Powerful Story?
No matter which Marketing Archetype you use, 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 Archetypes are the Explorer and the Romantic. 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 what 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’ Archetypes so You Can Speak Their Language
Once you understand your own Marketing Archetype, you can then easily figure out that of your client, giving you an insight into exactly how receptive they are to certain marketing.
Here’s an example: 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 hearts.
Your marketing archetype is a window to a new language you can quickly use, and a window into creating powerful affinity with your clients.
Success in business is all about relationships, trust and a deep connection with your clients. Marketing Archetypes is a powerful way to build those relationships quickly and authentically, and in any form of media. The sooner you discover what yours is the quicker you’ll be enjoying the gift of attracting the better, higher-paying clients 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, watch your inbox for details about my upcoming new certification program! I’ll share how you can learn more in just a few days.
About the Author
Kendall SummerHawk, the Million Dollar Marketing Coach, is an expert at helping women entrepreneurs at all levels design a business they love and charge what they’re worth and get it. Kendall delivers simple ways entrepreneurs can design and price their services to quickly move away from ‘dollars-for-hours work’ and create more money, time, and freedom in their business. For free articles, free resources and to sign up for a free subscription to Kendall’s Money, Marketing and Soul weekly articles visit www.kendallsummerhawk.com.
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