Customer Archetypes Podcast

Welcome back, everybody, for another deep dive.
Yeah.
Today we're going to be talking about customer archetypes.
Yeah, that's right.
And I think this is going to be really helpful for anyone in our audience who is trying to get their message out there better or, you know, really hone in on who it is they're trying to speak to.
And I think the reason I'm excited to talk about this is because, you know, when I first started my business, I really felt like I needed to appeal to everyone.
Oh, yeah.
And that's kind of like a recipe for disaster.
It is.
It could.
It feel so overwhelming.
Right.
It really is.
To try to be everything to everyone.
So when I first came across this concept of customer archetypes, it just felt like permission to focus.
Yes, absolutely.
So.
And it's so much more effective.
Yeah.
When you can really hone in on the specific people that you are here to serve.
So tell me a little bit about that.
Like, how is it more effective to focus on just, like, a small group of people rather than the masses?
Well, you know, when you're trying to talk to everybody, you end up kind of watering down your message.
You're trying to appeal to so many different needs and desires that it can become really generic.
You lose that special sauce.
You lose the special sauce.
Exactly.
And it can prevent you from making those deep connections that really create loyal fans and customers.
So it's kind of like going from that, like, spray and pray approach to something much more targeted.
Yes, exactly.
It's about quality over quantity.
Okay, so let's talk about customer archetypes.
Like, what exactly are they and what makes them up?
Okay, so think of customer archetypes as these detailed profiles that represent your ideal clients.
Okay.
And I like to think of them as, like, your business soulmates.
Okay.
So not just like your average customer, but like the dream customer.
Yes, exactly.
The people who are really aligned with your values, your mission, and who are going to get the most out of what you have to offer.
Okay, so they're like the people who are going to, like, rave about your business to their friends.
Exactly.
Yeah.
And what makes up these archetypes?
Yeah, well, it starts with their characteristics.
And we're going beyond just the basic demographics, like age, location, job title.
Okay.
We want to dive deeper into their personalities, their values, their lifestyles, their interests, their fears, their aspirations.
You know, so, like, are they the type of person who, you know, reads every single review before they buy something?
Are they more impulsive?
Exactly.
Or do they love to attend workshops?
Or do they prefer to learn online in their own time.
So, like, I can see how this already starts to inform the type of content you create.
Like, if you know that your ideal client is someone who loves workshops.
Exactly.
Then it doesn't make sense to just be putting out, you know, pre recorded courses.
Yeah.
So I'm seeing how this can become a really powerful tool just in that one example.
Absolutely.
And then we move on to their pain points and challenges.
Okay, what are they struggling with?
What keeps them up at night?
What are those deep seated fears or frustrations that they might not even be fully aware of?
I can see how, like, when you really understand the pain points of your ideal client, you can position your offerings as the solution.
Exactly.
And you can speak directly to their needs in a way that resonates on a deep level.
Okay, so we've talked about personality, we've talked about pain points.
What else goes into creating a customer archetype?
Well, then we want to look at their wants and needs.
Okay.
What are their hopes and dreams?
What are they striving for?
What do they desire, even if they haven't fully articulated it yet.
So it's like flipping the script from the pain points to what it is they actually want in their life.
Exactly.
And understanding this helps you speak to those desires in your messaging and show them how your offerings can help them create the life they envision.
So it's almost like you're selling a transformation, not just a product or a service.
Exactly.
And that's what makes your offerings truly irresistible, because you're tapping into their core motivations.
Okay, that makes a lot of sense.
And then finally, we want to consider their buying habits.
Okay, how do they make decisions?
Are they impulsive buyers?
Or do they need tons of information and social proof before making a purchase?
Oh, that reminds me of that skeptic archetype you mentioned earlier.
Yes, exactly.
The skeptic needs to see the evidence.
They need testimonials, case studies, data you know they're not going to buy based on hype alone.
I love that you're bringing up these, like, almost character names for these archetypes.
Yeah, because it makes it so much easier to visualize, like, who this person is.
Exactly.
And it helps you tailor your sales approach to match their preferences.
So if I know that my ideal client is a skeptic, I'm going to make sure that I have all of those data points and testimonials ready to go.
Exactly.
You want to make it easy for them to say yes.
Awesome.
So we've gone through these four Main components of a customer archetype.
The characteristics, the pain points, the wants and needs, and the buying habits.
Yes, but how does this actually play out in real life?
Like, do you have any examples of archetypes so we can kind of see them in action?
Absolutely.
So let's say one of your archetypes is the seeker.
Okay.
They're new to their spiritual journey, they're eager to learn, they're looking for guidance and clarity.
They might be drawn to beginner friendly content like a blog post series called Myth Busting Mondays.
Or a free guided meditation for beginners.
Okay, I love that.
Or a seven day challenge to kickstart their spiritual practice.
Right.
Something very simple and easy to digest.
Exactly.
And what about someone who's a little bit further along in their journey, like a healer?
So the healer might be more experienced, but they might be struggling with confidence or visibility.
Okay.
They might be drawn to offers that help them step into their power and share their gifts with the world.
Okay.
Like a mastermind group for entrepreneurs.
Or a workshop on public speaking.
Or an online course on how to build a thriving spiritual business.
Right.
Because maybe they have the knowledge.
Yes, but they don't have the confidence to get it out there.
Exactly.
Or they don't know how to market their services effectively.
And what about that explorer archetype we talked about earlier?
Yes.
The explorer is always curious, always trying.
New things, always up for an adventure.
Exactly.
They might love a sampler pack of different modalities or a monthly membership that gives them access to a variety of resources and experiences.
So it's about providing them with variety and options.
Exactly.
And keeping them engaged and excited.
Okay, so I'm seeing how this can become really helpful in not only identifying your ideal clients, but also creating the right kind of content and offerings for them.
Absolutely.
And it can inform your entire marketing strategy, from the language you use to the visuals you choose, to the platforms you focus on.
This is amazing.
But I have to admit, the idea of creating these archetypes from scratch feels a little daunting.
I understand that it can feel overwhelming at first, but it's actually simpler than you might think.
Okay, so break it down for us.
Where do we even begin?
Well, the first step is to look to the past.
Okay.
Think about your previous clients, or even just people you've interacted with, who you felt really aligned with.
Okay.
What patterns did you notice?
What did they have in common?
What were their challenges and aspirations?
So it's like mining for gold in your own experience.
Exactly.
You already have so much valuable information within you, just waiting to be uncovered.
Okay, and what about if I'm just starting out and I don't have any clients yet?
Then you can dream into the future.
Oh, I like that.
Envision your ideal client in your mind's eye.
What qualities do they possess?
How do they make you feel?
How do you see your work impacting their lives?
Okay, so it's almost like creating a character in a novel.
Exactly.
Get specific.
Paint a vivid picture in your mind.
And then finally, I think you mentioned something about reflecting on our own journeys.
Yes, that's right.
Think back to a time when you were going through a similar transformation to the one your ideal client is seeking.
Okay, what did you need?
What would have helped you?
What resources or support would have made a difference?
So it's like combining market research with self discovery.
Exactly.
And by tapping into your own experiences, you can create offerings that are truly authentic and heartfelt.
I love that.
So we've got these amazing archetypes.
We spent all this time crafting them, but how do we actually put them to work in our marketing and messaging?
Well, that's what we're going to dive into next.
Perfect.
This has been such a great start to understanding the world of customer archetypes.
I already feel like I have a much clearer vision of who I'm speaking to and how I can better serve them.
That's fantastic to hear and remember.
The more you understand your ideal clients, the more effectively you can connect with them and create a business that truly lights you up.
I'm excited to keep exploring this.
All right, so we spent some time really getting to know our ideal client through these archetypes.
Yeah, it's almost like they're becoming like real people to me.
That's great.
And now that we have those archetypes, what do we do?
Yeah, where do we go from here?
Well, now it's time to infuse them into our marketing.
Okay, so like creating completely separate marketing campaigns for each one?
Not necessarily.
It's more about weaving in elements that appeal to each of them in your overall messaging.
Okay, so not like four separate websites or anything?
No, no, no.
It's more subtle than that.
Okay, so like, give me an example.
Let's go back to that meditation series example we talked about earlier.
Instead of creating four different landing pages, you can strategically incorporate elements that resonate with each archetype on a single page.
Okay, I like that.
So walk me through that.
Remember those pain point bullets we talked about?
I could list them out, but each bullet would subtly address a different archetype's.
Primary concern.
Okay.
So for the seeker, it might be feeling lost or unsure about where to begin your spiritual journey.
Okay.
For the skeptic, it could be hesitant to try new techniques because you haven't seen proof they work.
Got it.
For the healer, maybe struggling to share your gifts and reach a wider audience.
Yeah.
And for the explorer, craving fresh, exciting tools to deepen your practice.
Okay, so even though it's all on one page, each person is going to see themselves in those bullets.
Exactly.
You're speaking to their individual needs without overtly segmenting your audience.
I love that.
And you can do the same thing with the desire bullets.
Okay, so instead of saying, you know, you'll feel more peaceful, which could apply to anyone, right?
Exactly.
You would say something specific to each archetype.
Yes.
So for the seeker, we might say discover a clear, easy to follow path to greater peace and clarity.
Okay.
For the skeptic, maybe explore evidence based techniques that deliver tangible results.
For the healer, it could be learn to confidently share your gifts and make a bigger impact.
I like it.
And for the explorer, how about uncover powerful new tools to unlock your full potential.
So essentially we're creating like a choose your own adventure.
Yes.
Within one piece of content.
That's a great way to put it.
So it's personalized, but it's not overwhelming.
It's subtle but effective.
I love that.
And this principle extends to all of your marketing.
Okay.
From your social media posts to your email newsletters to your website copy.
So like, how would that play out in like a social media post?
Well, let's say you're creating a post about a new meditation course.
Okay.
You could use language that speaks to each archetype's desires.
So you might say something like, are you a seeker ready to embark on a journey of self discovery?
Or maybe you're a skeptic looking for evidence based techniques to reduce stress.
Perhaps you're a healer ready to share your gifts with the world.
Or maybe you're an explorer eager to try new practices.
Okay.
And then would you just put like a link to the same question course.
Exactly.
At the bottom?
Exactly.
Because the course itself can be designed to appeal to all of them.
So each person is going to read that and be like, oh, that's me.
Yes.
And they'll feel seen and understood.
Yeah.
Like you're speaking directly to them.
Exactly.
I love that.
And the more you do this, the more your marketing will resonate with your audience and attracts those ideal clients.
So it's not just about getting people to click on A link?
No, it's about creating that connection.
Exactly.
It's about building trust and rapport and making people feel like you truly understand them.
It's like those pain point desire bullets we talked about.
They're like a cheat code.
Yes, they are.
For connecting with your ideal client.
It's got to make a shortcut to building those deep relationships.
That's awesome.
And you.
The more you understand your archetypes, the more you'll be able to tailor your messaging and offers to their specific needs and desires.
So it's like this ongoing process of refinement.
Yes, exactly.
You're constantly learning and evolving as you get to know your audience better.
I like that.
One thing I've heard about using archetypes is that it can make your messaging sound too formulaic or inauthentic.
Yeah, I can see how people might worry about that.
Yeah.
Like you're just plugging people into these boxes and it's not really coming from the heart.
Yeah, that's a valid concern.
And I think the key here is to remember that these archetypes are based on real people.
Okay.
They're not just these empty stereotypes.
Okay.
They represent the shared experiences and motivations of a group of people, but each individual within that group is unique and complex.
Okay, so how do we make sure we're not losing that human element?
I think the key is to infuse your own unique voice and personality into your messaging.
Share personal stories, insights, even your vulnerabilities.
Let your passion shine through.
So it's like the archetypes provide the framework.
Yes.
But you're the one who brings it to life.
Exactly.
You're the artist.
You're the storyteller.
You're the one who connects with your audience on a human level.
I love that.
So don't be afraid to let your personality shine through.
Okay, so we're not trying to be perfect.
No, not at all.
Just trying to be ourselves.
Exactly.
And I think that's what people really connect with.
Absolutely.
So what happens if we come across a client who doesn't really fit into any of our archetypes?
Right.
Well, first of all, it's important to remember that these archetypes are just guides.
They're not rigid boxes.
Okay.
It's normal to have clients who blend categories or even fall outside of them altogether.
So what do we do then?
Stay adaptable.
Use the archetypes as a foundation, but be willing to adjust based on each client's individual needs.
So it's like having a roadmap, but being open to taking Detours.
Exactly.
You're not trying to force anyone into a mold.
You're simply using the archetypes as a tool to better understand and serve your clients.
Okay, that makes sense.
And the more experience you gain working with clients.
Yeah.
The more these archetypes will evolve and become nuanced.
Okay.
You'll discover patterns and variations that you didn't expect.
So it's like an ongoing learning curve.
It is.
And that's the exciting part.
Marketing keeps us on our toes.
Yeah.
It's all about embracing the challenge, staying curious, and continuously learning and evolving.
I love that.
So now that we have a solid understanding of these archetypes.
Yes.
How can we use them to guide our overall marketing strategy?
Well, let's break it down into three key areas.
Okay.
Content creation, offer development, and audience engagement.
Those are all very important parts of marketing.
They are.
And your archetypes can inform every step of the way.
Okay.
So let's start with content.
Okay.
How can our archetypes help us create content that really sings?
Well, think about what each archetype would find most valuable and engaging.
For example, the seeker might love beginner friendly blog posts, guided meditations, inspirational quotes.
Yeah.
The skeptic might gravitate towards data driven articles, case studies, interviews with experts in the field.
Right.
And I would imagine the healer might love workshops.
Exactly.
Online courses.
You got it.
And the explorer might enjoy podcasts, videos, social media content that introduces them to new ideas and techniques.
I'm realizing that I haven't been nearly strategic enough with my content.
Yeah.
Like I just create whatever I think is interesting.
Yeah.
But I haven't really considered my ideal client.
And that's where the archetypes can be so helpful because they give you that laser focus.
So I might be creating content that I think is amazing, but if it's not resonating with my ideal client.
Exactly, then it's not going to do anything.
It's not going to move the needle.
Okay.
And it's not just the format, but also the tone and language you use.
That's right.
The seeker might need a more nurturing and encouraging tone, while the skeptic might prefer a more direct and logical approach.
So each archetype kind of calls for a different style.
Exactly.
And don't be afraid to have fun with it.
Okay.
Try incorporating humor, storytelling, personal anecdotes to make your content more relatable and engaging.
I'm already getting ideas just from this conversation.
Great.
Okay, so we've covered content.
Yes.
Now let's move on to offer development.
Okay.
How can we create offers that our ideal clients can't resist?
I love that question.
And the answer lies in understanding each archetypes specific needs and desires.
Okay, so ask yourself, what problems are they facing?
What kind of transformation are they seeking?
What type of support would be most beneficial to them at this stage of their journey?
So for the seeker, it might be a beginner friendly online course that gives them that clear roadmap.
Exactly.
Step by step guidance.
What about for the skeptic?
The skeptic might need a program backed by data testimonials, a strong guarantee.
Lots of proof.
Lots of proof.
Exactly.
And for the healer?
The healer might thrive in a high level mentorship or mastermind where they can connect with like minded individuals.
I can see that.
And receive guidance on building their business.
What about the explorer?
The Explorer might love a subscription box or a membership site that provides access to a variety of resources and experiences.
So it's like having a menu of options.
Exactly.
And there doesn't have to be just one offer per archetype.
Okay.
You can have a range of offerings at different price points that cater to various needs within each group.
It's almost like those choose your own adventure books.
It is.
But for your business.
Exactly.
You're giving your ideal clients the opportunity to choose what resonates most with them at this point in time.
That makes a lot of sense.
And as you get to know your archetypes better, you can constantly refine your offerings and tailor them even more effectively.
So it's like you launch something, you see how people respond to it and then you make adjustments.
Exactly.
You're always iterating and improving based on the feedback.
Based on the feedback.
Exactly.
This is so helpful.
I'm glad you're finding it valuable.
I'm already like brainstorming some new offer ideas that I wouldn't have considered before.
That's what it's all about.
Yeah.
So now that we've got this amazing content.
Yes.
And these irresistible offers, how do we actually get people to engage with them?
That's where audience engagement comes in.
And this is all about meeting your archetypes where they are.
Okay, so like literally where they are?
Literally and figuratively.
So like what social media platforms they use.
Exactly.
So if your ideal client is hanging out on Instagram, there's no point spending all your time creating blog posts.
Right.
Because they're never going to see them.
Exactly.
You want to focus your energy where they spend their time, both online and offline.
So like if you are a yoga teacher and you know that your Ideal client is someone who loves Instagram.
Yes.
Then you're going to make sure you're creating beautiful visuals.
Exactly.
Inspirational quotes.
Yeah, like that kind of thing.
You got it.
And don't be afraid to get personal.
Okay, so like, show your face.
Show your face.
Share your own stories, insights, even your vulnerabilities.
Ask questions.
Encourage your audience to share their experiences.
So it's about creating that two way conversation.
Exactly.
You want to build a community around your brand, A place where people feel connected and supported.
And how do we actually do that?
Like, what are some practical tips?
Consistency is key.
Show up regularly, provide value and nurture those relationships.
Okay, so it's not just about posting once a month.
No.
You want to stay top of mind.
You want to be a constant presence in their lives.
So it's kind of like dating.
It is like dating.
Like, you have to keep showing up.
You do.
I'm putting in the effort.
Exactly.
And the more you do that, the more loyal and engaged your community will become.
It's like the saying goes, people do business with people they know like and trust.
Exactly.
And your archetypes can help you fast track that know like and trust factor.
Because you already know what they want.
Exactly.
You're speaking their language, you're addressing their needs.
You're showing up in a way that resonates with them.
I love that this has been such an insightful conversation.
I'm so glad to hear that.
I feel like I have a completely new understanding of how to use archetypes to create a marketing strategy that feels aligned, authentic and effective.
That's wonderful to hear and remember.
The beauty of this work is that it's always evolving.
Yeah.
There's always more to learn and discover as you go.
So as we wrap up this part of our deep dive, what's the most important thing our listeners should take away?
So as we wrap up this deep dive into customer archetypes, what's the biggest takeaway for you?
Well, I think for me it's that archetypes, they aren't just about, you know, getting more clicks or making more sales.
It's really about building a business that feels aligned with, you know, your values and really serves the people you're meant to help.
Absolutely.
It's about creating a business that feels good.
Yeah.
On every level.
So as we wrap up, what are some, like, actionable steps that our listeners can take to start, you know, putting this into practice?
I would say first and foremost, commit to really getting to know your ideal client.
Go beyond those basic demographics and really delve into their personalities, their challenges, their desires, their buying habits.
Remember those exercises we talked about earlier?
Looking at past clients, dreaming into the future and reflecting on your own journey.
You know what that reminds me of?
You were talking about the skeptic archetype and how important it is to give them evidence and data.
And I was thinking, you know, I've been so focused on sharing my story and my passion.
Right.
But I haven't really thought about, you know, including those more concrete details that a skeptic would need.
I love that.
That's a perfect example of how understanding those nuances can make your marketing so much more effective.
Yeah.
So once you have a good understanding of your ideal client, you can start crafting your marketing messages.
Okay.
And remember, highlight their pain points, address their aspirations, and use language that resonates with their values and preferences.
Speak their language.
Exactly.
Literally and figuratively.
I love it.
And don't be afraid to experiment.
You know, try different approaches, see what works.
So, like, try incorporating storytelling.
Yes.
Storytelling, humor, personal anecdotes, a touch of vulnerability.
You know, it's funny you mentioned vulnerability.
Yeah.
Because I've always struggled with, you know, how much of myself to share.
Like, how do I be professional but also be myself?
But I think these archetypes give us permission to be more authentic because we know we're speaking to a specific group of people who are more likely to appreciate that.
Exactly.
You don't have to be everything to everyone.
Yeah.
You can just be your fault and the right people will find you.
This has been amazing.
I'm so glad you found it helpful.
I feel like I have so many tools now to take my business to the next level.
And remember, the most important thing is to take action.
Okay.
Start by identifying your key archetypes, and then experiment with incorporating those insights into.
Into your marketing messages and offers.
What if it doesn't work right away?
It's okay.
It's a journey, not a destination.
You're going to make mistakes.
You're going to learn and adjust along the way.
It's a process.
It's a process.
Exactly.
And don't be afraid to ask for help.
Yes.
There are so many resources available.
Books, courses, coaches, communities.
This has been an incredible deep dive.
It really has.
Into the world of customer archetypes.
Absolutely.
I hope you feel inspired me, too, to put these ideas into practice.
I hope so.
And create a business that truly lights you up.
Remember, you have a gift to share with the world.
Yes.
Don't be afraid to let your light shine.
Thank you so much for being here.
Thank you for having me.
And to our listeners, we'll see you next time for another deep dive.