It feels so gross to be marketed to – with flashy pushy messaging. That’s because those ads make such broad offensive assumptions about you. They think you just care about a spray tan. They think you want to look like a 21-year-old skinny white girl all the time. Cmon. Go deeper! Archetype your clients!
No one wants to be stereotyped. And most marketing does just that. It puts people in buckets. It categorizes humans instead of honoring them. And the energy of that is just yucky.
The opposite is true when you are Archetyped, though! When someone points to an essential quality that you exhibit, it feels great. When you feel acknowledged for your unique leadership style, your particular sensitivity, your exceptional artistry, your type of spicyness… you feel seen. And you get the chance to see yourself in the magic mirror of that archetype. Powerful. Connective. Uplifting.
Archetypes are the stuff of myths and fairytales that we all share in our subconscious awareness. The teacher, the king, the empress, the healer – and you could point to more particular ones that apply directly to your clients and work, especially with a little help.
We all have unique gifts, strengths, as well as weaknesses. Our deepest self is not just related to what we want to consume and purchase. So when we focus there, we feel unseen, undervalued, and even offended. But when we focus on the deeper qualities, especially in marketing (where no one else is going deep) we stand out. We are trusted. We are followed. We are claimed as valuable.
That’s why I teach my students in the Channel Your Genius Academy to find the archetypes that represent their different types of clients. That way, they can affirm and support the different types of people they serve. This practice affirms diversity on all levels. It goes beneath the surface to acknowledge people for what means most, not just how they consume or appear.
If you have a business bringing transformational, healing, or evolutionary product and services to the world, then archetypes should be on the top of your “to do” list. I highly recommend that you find the archetypes that represent the different types of people approaching your business, and then create an archetype quiz that leaves them feeling seen, acknowledged, honored, and connected – instantly interested in you and your services.
If you’d like to hear more about this, check out my podcast with Elaine Kalila Doughty. And if you’d like to build a quiz of your own, stay tuned.
In a couple of weeks, I open up some spots for a few business owners to have me design them a kick ass Archetype quiz. I’ve done this only once a year, and this might be my last year offering this.
My clients say that just the process of discovering their archetypes with me deepens their understanding of their own work, and instantly increases their value with their clients.
So, next time you are tempted to stereotype your clients, writing the kind of copy that accidentally offends people because you’re making broad assumptions about them, tune in instead to the archetypes they are representing.
Your work goes deep. So your marketing needs to go deeper too.
Mellissa was a Stanford-educated business lawyer until her intuitive abilities awakened in the year 2000 with the birth of her daughter. Now she bridges the worlds of business strategy and intuitive intelligence. Creative designers, Fortune 500 executives, and thought leaders hire her to teach them how to Channel their Genius – to create on demand, to stay in their flow state, and to create lucrative businesses that follow their souls’ calling.