Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast25 Jul 2023

Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

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Join me as I dive into the trenches with wordsmith Eden Bidani. Forget the buzzword baloney. Today, we're getting our hands dirty with the raw, pulsating heart of what your B2B customers truly hunger for.

Eden's an ace at unearthing deep-seated desires through brand archetypes and spinning them into a messaging web that catches customers rather than scaring them off.

Topics Covered:

(00:00) - Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging
(01:57) - Can good copy fix any conversion issues?
(04:47) - The subtle difference between conversion copywriting and direct response.
(09:09) - Step 1: Get in the buyer's mindset
(16:30) - The 12 brand archetypes
(17:33) - Louis' pet peeve about Apple as marketing case study
(19:02) - Step 2: Which brand archetype to choose
(22:18) - Pay attention to what's NOT being said
(26:10) - Step 3: Get inspired by celebrities or brands
(29:14) - What's a strategic narrative? Definition and examples.
(36:13) - Resources mentioned by Eden

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→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

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