From Shakespeare”™s Othello to O.J. Simpson, from the Biblical Moses to Elian Gonzalez, the same set of deep, enduring archetypes resonate in people”™s lives and minds. Hudson Valley organizations that take the time to understand the archetypal behavior of the “innocent,” “explorer” and “sage,” can increase the purchases of their products and services by tapping into ancient emotions.
Ancient emotions played a huge role in O.J. Simpson”™s murder trial. It shattered television ratings because viewers saw him as a fierce warrior who could defeat any opponent. Eventually, revelations of domestic violence cast him in the tragic mold of Othello, the warrior undone by the destructive power of his own jealous rage.
Ӣ Archetypes convey a meaning that make customers relate to a product as if it were alive in some way.
Ӣ Generally, the customer who favors an archetypal brand has no idea of why their emotions draw them to it.
Ӣ Knowing about the three most powerful archetypes will help you connect with your customer for greater market share.
An underlying emotional example manifested itself when Elian Gonzalez, the young Cuban boy, became the subject of an international tug-of-war. Consciously or not, the story of the child adrift at sea reminded people of the story of the infant Moses floating in a basket in ancient Egypt.
Margaret Mark and Carol Pearson, authors of “The Hero and the Outlaw,” suggest that that archetypes are the heartbeat of a brand because they convey the emotional meaning that makes customers relate to a product as if it were alive in some way. Nicknames develop between customers and archetypal brands:
”¢ Apple”™s known as “Mac.”
”¢ Coca-Cola translates to “Coke.”
”¢ Volkswagen”™s Beetle is simply “the Bug.”
Nearly all consumers relish some wondrous moment when the perfect life seemed possible. Various archetypes can provide different strategies for this pursuit. The “Innocent” is like the lovely child or the wise mystic, filled with wonder at the beauty of the world and still believing it is possible to live in paradise. The Innocent looks for products and services that provide the experience of peace and goodness.
The “Explorer” archetype is driven by a sense of not belonging, like the Ugly Duckling seeking its own kind. From a marketing perspective, the Explorer looks for products and services that advance the journey of self-discovery.
The “Sage” archetype believes that paradise is the result of education and is not only about gaining knowledge and experience for its own sake; the Sage is about becoming wise enough to use prosperity to find happiness.
Innocent brands include Ivory soap, Disney theme parks, the Pillsbury Doughboy. They want the promise of a reliable rescue from an imperfect world.
The Explorer”™s core desire is to find out who they are by exploring the world. From Homer”™s “The Odyssey” to the simple desire to retreat into the wide-open spaces of nature, they constantly strive to experience the joy of discovery.
To appeal to Sage consumers, establish credibility. The Sage”™s core desire is the discovery of truth while using intelligence and analysis to understand the world. Examples include Socrates, Einstein, Harvard and MIT.
The concept may change in the names and the archetype formats. Nevertheless, the message is the same. To win more business, understand the customer on both a conscious and unconscious level and appeal to the strong underlying buying motives of their specific dominant archetype.
Â
Questions for discussion:
What emotions could the products or services we offer trigger in our customer?
How can we market to directly touch those emotions and win more business?
Joe Murtagh is The DreamSpeaker, an international keynote speaker, meeting facilitator and business trainer. For questions or comments, Joe@TheDreamSpeaker.com, www.TheDreamSpeaker.com or call (800) 239-0058.
