How to work with original customer forms for your understanding

It is important to address clients in marketing in their “language”. How do you know what to say to them? Archetypes will help you. IKIGAI’s Japanese concept says that in order to be content with life, you have to do what you enjoy, what you are good at, what the world needs and what will feed you. But you might encounter the following problem: You’ve come up with something new and useful that will make the world a better place and push it a little more. And what else should you earn money. But clients don’t share your enthusiasm. You can explain the benefits to them as you wish, and they will eventually ignore them and say they don’t need anything.

Archetypes and deaf clients

If you don’t address clients according to their initial patterns, they will not hear or understand you. Lehits businessmen know this well.

You are sure they need it, and urgently, but it is not valid for you. But you might as well They missed one important thing.

Apple had modest success with the revolutionary products, and when Jobs was fired and NEXT was founded, the trend continued. His ideas were brilliant, and they propelled the world of computers forward, but they were humble The customer doesn’t want them. The turning point came after the return of Jobs and the “Think Different” campaign. why?

“So let’s not judge people for who we are.”

What archetypes do you tell us in marketing

The answer to this question, and possibly your case, can be found in the archetypes. What is that? According to Jung, man has an innate set of archetypes and according to which he acts in life. So if you know or appreciate the archetypes that guide (or rather be guided by) a customer, you can work well.

Steve Jobs is likely to be distinguished by the rebellious, creative and charming archetypes. He was a man who did not accept the rules, created new things and, in his words, “changed the world”. His behavior and approach to clients are consistent with this. Sometime in the early days of the Apple II, I realized that the computer should not be just a game for a few enthusiasts, but a piece of equipment common to every home ( Also read the article Inspiration called jobs).

But who was the average person in terms of archetypes? Most of them are innocent (afraid of mistakes), ordinary (conforms) and caregiver (eager to help others). But Jobs treated them as if they belonged to his archetypes. But they did not want to break the rules and be part of the revolutionary changes. In their view, IBM’s main competitor appears to be a much better option. It was only after he lost most of those clients that Jobs began to focus on him Same models (See words from Think Different: “These are the idiots. The rebels. The rioters. Those who see things differently”).

When a fan of Apple products today points to high price or technological shortcomings, they won’t listen. For him, symbolism that matches his archetypes comes first. He is a rebel who changes the world and a delicious apple on your computer or mobile phone confirms this.

Are you telling your customers what they don’t want to hear?

How is it in your case? If you believe in your idea or product, but people are indifferent to your arguments, it is very likely that you are either addressing the wrong clients or addressing them in a way that conflicts with their typical setting. Figuratively speaking, she hits them with fur. Then you can try as many as you like, though The result will still be poor.

Most of the people who come up with new things belong to Jobs’ archetypes. Although you may not be a rebel strong enough that it forces you to stand up for the handicapped, you definitely have a creator and a magician in you (maybe there will be other archetypes, such as the caregiver, but for the sake of simplicity, let’s focus only on the most important of them). And you feel that everyone should fall in love with your revolution and fall by your neck. That is why treat them as if they were your mirror. They are not ( Also see the e-book Sell ​​intuitive marketing).

Are you really reaching the right people?

Agatha Christie describes how to live in a book that told Me How to Live (describing archaeological excavations in Syria that she completed with her husband) and how a young scientist joined their team. When they went to visit her and left him at home to take care of her, she was very sorry that he would be alone all day. The young man replied in surprise: “But I look forward to it!”

So let’s not judge people for who we are. They might see it differently. This brings us back to our customers. So first, ask yourself if you are addressing the right people. It probably addresses everyone who can hear. You might approach a certain segment of customers, but they don’t care about your product. Remember the posts. So look again at Your target groupThis time, searching in archetypes. Are you really reaching the right people?

Lehits marketers speak the original language and patterns of customers

The second possibility is that you are targeting a suitable target group (perhaps because your product is simply for them), but you are not taking into account the prevailing archetypes. You turn to your clients as insurgents, for example, but they are primarily caregivers. In this case, it is absolutely necessary Change the language”. Arguments that do not align with their “wave” stance are simply not perceived or their mind is not working with them. It is exactly according to the famous saying, “One ear is outside and the other is outside.”

Why do so many people today remember with nostalgia the old days of socialism, when they could at least remember that there was a slow queue in front of every store and nothing was available anyway? Because these people belong to the innocent and ordinary indigenous styles. They pose a threat to the decision-making process (they can make a wrong decision) and do not like property differences in society (everyone should be equal). Previously, they didn’t have to think about which bank to create an account with, which mobile operator to choose, who would supply them with electricity and what kind of 20 toilet paper to buy. And although they didn’t have much money at the time, the others were the same.

So if you want to convince these people that they are doing a better job today, you can’t argue about prices or full deals, and certainly not with great choice and freedom of choice. This is exactly what they don’t want to hear and what they cover their ears from. Unfortunately, in many cases we treat our customers the same way. We tell them what they don’t want to hear and what might be bothering them. And when they reject our arguments, we think they may not have taken much intelligence ( I also recommend the article Ten sales arguments the customer won’t recognize for you).

A radical change awaits you

Yes, this is not easy. For many entrepreneurs, this means changing everything: product, marketing, product perception, arguments, sales. But you must also change your way of thinking, which is based on “facts” according to your archetypes. It is even more difficult because people usually see adapting to customers ’minds as an excuse or a betrayal of their faces. For example, a fan of rock music will refuse to deal with a brass band, even if his customers like it. But the turns are not present. Archetypes are not something that you can change. It can only be modified. The intuitive businessman will do this because he wants better customer service.

12 basic patterns

Innocent (He wants to do things right, is afraid of mistakes and penalties)
Normal (Wants to belong somewhere, afraid of exclusion)
a hero (He wants to achieve mastery in something that will help the world, so he is afraid of weakness)
shepherd (He wants to take care of others and protect them. He is worried about selfishness and ingratitude)
researcher (He wants to find himself through the science of the world, he is afraid that he will be imprisoned in one place)
The rebel (He wants to break outdated rules and orders, he is afraid of helplessness)
Lover (He craves to be with people and surrounded by love, and is afraid to be alone, unloved)
Originator (He wants to make things, so he’s afraid he won’t have original ideas)
tumbler (Wants to enjoy and amuse others, afraid of boredom)
Sage (Looking for the truth, wanting to know the world, afraid of bad driving and ignoring)
Wizard (He wants to fulfill his dreams and visions, is afraid of unwanted side effects)
Ruler (Has a desire to dominate, fears defeat, defeated by someone else)

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