A Direct Response Copywriter talking about “Brand Archetypes”? Surely not!
Bear with me for a moment as you cast your eye over this great cartoon from Tom Fishburne…
One of the principles of classic direct response marketing and copywriting is to inject some personality into marketing messages. Classic copy is written as a personal message and in a conversational style, rather than in bland, anonymous “corporate speak”.
Ideally, the personality that is projected in the copy carries part of the message in explaining how and why you can help the reader solve a particular problem.
Now it’s not always easy to articulate that clearly and concisely. That’s where the idea of these archetypes comes in.
You’re probably familiar with the expression “A picture is worth a thousand words” and in this example these cartoon archetypes manage to convey the “big idea” very effectively.
I’ve found it very worthwhile showing this cartoon to clients to see how they view themselves in relation to their clients and the way in which they help those clients.
Getting clear on that, makes it easier to communicate how you’re different to the competition and so is helpful in crafting your Unique Selling Proposition (“USP”).
Of course, there are more than just these 7 archetypes, but they cover some of the most widely recognised and most useful for marketers.
Of course, if nothing else, make sure you’re not in that last box!