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Why Your Online Marketing Strategy Begins With Your Personality Archetype

April 15, 2012 | Comments: 0 | Views: 148

These days we are hearing a lot of conversation about creating a personality for your business, brand and/or online presence.

This topic isn't new. Major companies have been aware of brand personalities for a long time. Back when I was a marketing professor, we were reading studies about personality and asking research subjects, If this cola product were a brand, what would it look like? Would you invite him to a party or join her in a coffee shop?

As a solo-preneur of a service business, your brand personality needs to be congruent with or perhaps identical to your IRL (In Real Life) personality, because you are introducing yourself as a real person. In my experience, solo-preneurs who work with clients (such as coaches, consultants, dog trainers, lawyers and organizers) tend to fit into 3 categories of personality.

Personality Type #1: Loud, Proud and Over The Top

You can probably think of half a dozen marketers who fit this category. They're in-your-face, outrageous and sometimes confrontational. Sometimes they use 4-letter words that would get this article banned from many websites..

These personalities work most effectively when you've achieved a significant success, although I've seen some newbies pull it off. They speak in styles that practically dare you to challenge them and they say outrageous things that leave you gasping: "Did he really say that?"

Outrageous can mean anything from holding a seminar on Christmas Day to saying something like, "I bet your website sucks."

Personality Type #2: Up Close And Personal

You probably recognize those personalities, too. They share a lot about their personal lives and their struggles for success. Their videos invite you into their living rooms (and they don't care if you think they need a decorator). They talk about parents, spouses, dogs, cats and last night's dinner.

If you create this type of personality, your list members probably stay loyal because they love you. Your followers think they know you. You *know* you've got this personality type when your list members call to say, "Hey, I'm in town: want to have lunch?"

Never fear: if you've established this personality, your audience will still love you even when you start communicating through Virtual Assistants and group calls. You'll need to set LOTS of boundaries when you coach them.

Personality #3: Just the facts, please

A surprising number of highly successful marketers don't try to create a personality or persona. They deliver very solid information in a matter of fact way.

Sure, their ezines might include a section on what they're doing, but it wont be very personal. Some of these marketers don't even talk about family or pets; they have to disclose their place of business, but that's all you get and frankly, all you need to know. They are almost invisible. They relate to YOU rather than discussing who THEY are.

Don't confuse style with personality. A "just the facts" marketer can use humor, persuasive promises or a friendly informality to communicate information. You don't have to be Dilbert with a bland white shirt and pocket protector.

As a copywriter, I recommend beginning here. Don't force your personality or try to create one. Get a solid reputation for delivering content and then let your natural online personality emerge. Over time, you may feel more or less comfortable sharing information about your personal challenges, your cats digestion issues, your last 2 divorces and your cousins arrest for... well, let's not go there.

Alternatively, you may find that you emerge as someone with a really strong message that commands attention (and I use the word command advisedly).

Of course these archetypes aren't uniform and they may overlap. And you may find that you are comfortable as an outrageous marketer but your target clients want a warm and fuzzy up-close-and-personal confidante. However, it's a good way to begin a conversation about personality for your online marketing.

Cathy Goodwin, Ph.D., owns, a business dedicated to making your online presence rock and your online revenues rise. To get your FREE "5 Point Checklist For a Profitable Website," and to learn more about Cathy and her products and programs, visit

Source: EzineArticles
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