One of the most important steps in selling a product is to have a well-defined target audience. And there are some very useful tools to help you with this. This is the case of archetypes.
Archetype is originally a concept from ancient philosophy, which was later widely used in psychology studies. However, it was only in the 20th century that this concept was adopted by marketing, determining a shift in sales with the help of this science.
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This topic may seem a little complicated, but the truth is that anyone who wants to constantly attract customers and sell a lot in their niche needs to know the archetypes and learn how to apply them in marketing.
In this article you will learn what archetypes are, how to use archetypes to attract customers and what to do to attract more customers using this concept.
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What are archetypes?
Before you learn how to use archetypes to attract more customers, you need to understand what exactly this concept is.
Archetypes are mental images and behavior patterns that we have when faced with specific characters or representations.
All human beings understand archetypes in a similar way due to the collective unconscious, as they result from a psychological inheritance that everyone learns unconsciously from generation to generation.
For example, think of a lion. What does it mean to you?
A lion represents sovereignty, power, leadership and protection. This idea prevails for everyone, in all societies and cultures. And this idea is replicated in many other characters and representations.
Although the primitive idea of archetypes arose in canada business fax list ancient philosophy, it was with the psychiatrist and therapist Carl Jung in the 20th century that it gained strength as a concept in analytical psychology. It was he who concluded that archetypes reside in our collective unconscious.
However, it was Ernest Dichter , a psychologist known as the “father of motivational research” and a pioneer in the application of Freudian psychoanalytic concepts in marketing, who began to use this concept to attract customers and sell more.
In 1939 he discovered that it was possible to associate archetypes with some products, which promoted customer loyalty to the brands they consumed.
The book “The Outlaw Hero” , by Margaret Mark and Carol S. Pearson, summarized the 12 different archetypes studied by Jung and related them to marketing.
Now that you know what archetypes are, find out below which are the 12 sales archetypes to apply to your company's marketing and attract customers.
Discover the 12 sales archetypes
Explorer;
Rebel;
Magician;
Hero;
Lover;
Comedian or court jester;
Ordinary person;
Caregiver;
Governor;
Creator;
Innocent;
Wise.
How to use archetypes to attract customers?
Now that you know what archetypes are and what they are, it's time to learn how to use archetypes to attract customers.
Right now you might be wondering what to do with all these archetypes, right?
And the answer is simple: archetypes will serve as a basis for positioning your brand, based on your final objective and target audience .
For example, Disney uses and abuses the magician archetype because it wants to convey an idea of magic, the world of imagination, where everything is possible. It is a company that speaks to both children (who are dreamers in themselves) and adults who do not let their imagination die, who like magic.
To maintain the archetype of the magician present, elements that are in our collective unconscious are used, such as Mickey's wizard hat, the small sparkles that bring the idea of magic, the fantasy world mixing with the real world.
With this, she manages to attract those who are truly interested in her products, those who have a free imagination and are dreamers, as they feel touched by these elements.
After all, as Seth Godin, author of business books, said, “Selling to people who actually want to listen to you is more efficient than interrupting those who don’t.”
In other words, to attract more customers and increase your sales you need to talk directly to your target audience instead of trying to talk to just anyone.
You need to attract those who will be truly impacted by what your brand wants to communicate.
What to do to attract more customers?
Archetypes are great for establishing how your brand should be remembered in the market. And this helps a lot in attracting customers.
But to get a good result you need to use the archetypes to your advantage along with other attraction strategies.
Check out below what to do to attract more customers together with the sales archetypes:
Launch a referral program;
Establish partnerships;
Work with inbound marketing ;
Use social networks;
Invest in paid media;
Offer free materials;
Ensure a good customer experience.
It is possible to develop the strategies above together with the archetypes to attract qualified customers to your business, according to the target audience you want to impact.
How about using archetypes to attract customers?
Using archetypes to attract customers is a great strategy, because it attracts qualified customers, that is, those who will actually want to do business with you on a regular basis.
But remember that attracting customers is just as important as retaining them. To do this, you also need to provide a good customer experience.
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In this article you learned what archetypes are, how to use archetypes to attract customers and what to do to attract more customers using this concept.
