#53: How to Use Archetypes to Create Deeper Customer Connections

Margaret Mark and Carol Pearson, Marketing Archetype Experts, join the Business of Story Podcast to talk about what archetypes are, why we all resonate so deeply with them, and how organizations can use them to add meaning to their brand stories. The Business of Story is sponsored by Emma, Convince & Convert, and Oracle. Emma helps marketers everywhere send smart, stylish email newsletters, promotions, and automated campaigns, and help us all rest a little easier knowing our marketing emailing is doing its job. Check out their newest publication at Myemma.com/click. Each day the team at Convince & Convert picks a topic and sends you the three best resources ever created about that topic. It's topical, it's timely, it's useful, so go to definitivedigest.com and subscribe to their email newsletter now.   In This Episode Why archetypes are rooted so deeply into all human beings How find and activate the right archetype for you and your brand How to elevate the meaning of your offering in the deep reaches of your customer's mind Why it's so important to be specific and pick one main archetype, especially for brands How to connect your brand to customers with the same main archetype How your archetype gets expressed through your personal and professional pursuits Why archetypal work resonates so deeply, and how science and history prove their power   Resources Margaret Mark Margaret Mark on Twitter, @archetype_mmark Carol Pearson Carol Pearson on Twitter, @carolspearson "The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes" by Margaret Mark and Carol Pearson "Persephone Rising: Awakening the Heroine Within" by Carol Pearson Archai.co SlideShare: 12 Primary Personality Archetypes Every Brand is Built Upon "The Hero's Journey," by Joseph Campbell "Your DIY Guide to Crafting and Telling Compelling Brand Stories that Sell," by Park Howell BusinessofStory.com [email protected] Visit http://bit.ly/BizofStory for more insights from your favorite storytellers.