Not-So Kind Regards
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Not-So Kind Regards
Classic Drops: Using Psychology in Your Marketing
We are bringing this Classic Drops Replay episode back. It has been carefully curated and aged to perfection—like a fine wine resting in a cellar. This replay episode captures unforgettable moments, rich with wisdom, and full of insights that never go out of style. Whether you're a first-time listener or coming back for a fresh pour, this episode delivers the unfiltered, powerful lessons you crave.
In this episode, Maddy Birdcage explores the emotional depth of the customer journey, examining how psychological schemas and brand archetypes shape consumer perception. She uncovers the psychology behind consumer choices and shows how you can revamp your marketing strategy with Birdcage Marketing.
Maddy dives into the key psychological themes that drive consumer engagement: security, community, growth, well-being, and achievement. She highlights powerful ways to leverage these themes to transform your marketing approach.
Key Takeaways:
- Uncover the psychology behind consumer choices to enhance your marketing strategy.
- Explore key psychological themes that drive engagement: security, community, growth, well-being, and achievement.
- Learn how storytelling can transform product features into benefits that inspire action.
- Understand the emotional depth of the customer journey and how it influences buying behavior.
- Discover how psychological schemas and brand archetypes can deepen emotional connections with your audience.
Tune in to reshape your brand’s experience with these powerful insights!
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31st October at 10am (AEST)
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To discover the school, visit https://birdcagemarketing.com.au/
Welcome to this week's episode of the Not so Kind Regards podcast, and we are doing things a little bit differently this week because we are actually taking you back to an episode from season two, which is how to use marketing psychology. This was such a popular episode and it was so important because it marks the foundations of everything that we do here at Birdcage Group, specifically in the school and through the agency, and it is the missing piece of the marketing that is currently not working for you or is currently not doing enough for you. We always say it pays to go back and listen to our episodes twice, because there is a lot of value that we provide for free on this podcast, and so, even if you've listened to this episode back in season two, I really encourage you to listen to it again. Ideally, you have note-taking facilities available, because this stuff is gold. I also want to mention some of the upcoming live workshops that we are hosting online, so you can attend them wherever you are in the world, and remember, if you can't attend the workshop live, they will be recorded and you will be sent a replay.
Speaker 1:Now, these live workshops are designed for people who are not yet inside Birdcage School but do want to get started with their first marketing funnel, or want to try using our very unique approach that breaks all of the rules of marketing and reinvents new rules to help you feel more liberated and more in control of the marketing that you're doing. It is designed for absolute beginners, but also if you're an experienced marketer. This is a new way of looking at your marketing that will help take your strategies and your client's strategies to the next level. The link to our next workshop will be in the show notes. They are only 29 Australian dollars or 19 US dollars, and it is a jam-packed two hours of juicy, juicy training and advice from yours truly. Now, without further ado, let's dive into this episode, and I can't wait to see your brain glow up on the other side of this. Welcome to the Not so Kind Regards podcast. I'm Maddie Birdcage.
Speaker 2:I'm Caroline Moss. We are done with the digital fluff and pleasantries and we're here to talk straight about brand building, digital marketing and personal growth.
Speaker 1:This may just be my favorite episode that has ever been recorded on this podcast, because today I'm going to show you exactly how to use psychology secrets in your marketing. You might be thinking to yourself Maddie, you've told us about this stuff before my friends. There is so much new goodness that I have never told you about because and here's the honest truth I thought it might have been too complicated for a lot of you. I was worried that by sharing all of these complexities around how we actually write our strategies for our clients clients that I would be scaring too many of you away and you would never want to look at marketing ever again because you'd just be feeling holy shit, I'm overwhelmed. I came to Maddie because she promised she'd make it clear and simple, and now she's just complicated it even more.
Speaker 1:But after speaking with many of you over the last few months inside the school, inside our social content as well, inside email replies, seeing the feedback on the podcast I'm going to read you through a new feedback that we just received I've come to realize that you guys are a clever bunch. I have attracted a very intelligent audience and even if you are brand new to marketing, this is the first time you've ever done marketing, you've considered doing marketing. I know that, with my skill of not just being a great marketer but also being able to transfer my own knowledge into actionable insights for you to use, that you guys are up to the standard to be able to take that and run with it and do some amazing shit with it. And so in today's episode, I'm going to take you step-by-step through the psychological strategies, the tools, the frameworks that we have developed over the past nine years inside Birdcage, that a lot of which have been reserved for our done for you strategy clients or our done for you agency clients, and they're not even seeing that we're using them. We are using them behind the scenes, because I have spent the last couple of weeks packaging all of this up, making it pretty much foolproof, pretty much fail proof, to the point where you are just ticking boxes, doing quizzes, asking yourselves questions to then get to the correct answer and the rest just unfolds to you. And I know that our strategy development has always been like that, where you create a strategy and then it creates the rest of your marketing content for you. But you've never seen it like this before, to the point where you just need to input a little bit of information at the top, at the front end, and the rest of it unfolds. It takes away all this overthinking that I know so many of you are so good at, and it just it gets you taking action no matter what, and you know that inspired, intelligent action is my favorite thing for you to do.
Speaker 1:Now, before we dive deep into understanding the human mind better, so that you can create better results in your marketing, I want to read a review that I just received overnight from the US. It is from Sierra, who writes incredible insights. This podcast is absolutely amazing. The advice Maddie shares is so raw and real, but completely practical and actionable at the same time. Her podcast allows me to view business in a completely new light and, honestly, that is all that I want out of life for every single one of you to feel like that.
Speaker 1:For every single one of you to feel inspired in your business, in your job, whether you're an employee and you're wanting to just make yourself more hireable and more valuable as someone who has nothing to do with marketing, but you want to be able to be that person that's like, hey, boss, I can also go and create content for us now. Give me a pay rise, slash. Give me an extra day off, slash, never get rid of me. That is one benefit to knowing how to create content and do digital marketing. The other thing if you are a marketing person inside a business, this is, of course, your job, and trust me when I tell you you're not going to get the right support you need in order to progress your career unless you have the frameworks that we use. And, of course, if you're a freelance or an agency marketer, I'm literally giving you my blood, sweat and tears on a plate for you to digest and make into happy, profitable businesses. I don't know if that analogy works, but literally I have gone through the hard work so you don't have to. So you can just come and take all of the shit that I'm giving you and go and live a perfect life. So let's jump into this. I'm going to be running through some marketing psychology frameworks that you already will have known about. So storytelling, features and benefits, pain points, transformation, scarcity and urgency these are all things that I already teach within the school, but we're also going to be exploring the ladder of transformation. We're also going to be looking at audience schemas and archetypes. There is way more where this came from and I'm going to be breaking these down further and further, but let's jump straight in. So the first I'm going to start us off easy with storytelling, because I know that's what all of the creators are telling you to do Storytell, just tell a story.
Speaker 1:How the fuck do I tell a story? Okay, if I tell a story, it goes for too long and then people lose interest. Well, my friends, let's go back to year two, english class. I specifically remember where I was sitting in Maria Regina Primary School Library in Avalon, new South Wales, and this is where I first learned about the narrative arc. Who would have known that, however many years later, 20, 30 years later I would be using the narrative arc to make a shitload of money for myself and for my clients? So what is a narrative arc and why do we need a narrative arc? A narrative arc is simply, it's a way of building tension and keeping interest and building emotional relationships with audiences. And the reason why we care about a narrative arc is because I'm asking you to write a brand story which really connects and actually sells and can be used to your advantage.
Speaker 1:Because here's the thing when people write brand stories. They think that, oh, it's just telling how I started the business. No, it is the opportunity for you to build trust with your audience. And so what I want you to do, I really want you to be looking at where it started the first wins, the challenges, how you overcame them, and then the ultimate transformation in the end, which actually has nothing to do with money. It's generally got to do with identity and the overall impact that it's created. So let's break this down.
Speaker 1:First of all, where it started. What inspired the inception of the brand? What was the moment that you or the business owner realized they needed to start the company, or what gap or problem were they trying to fix? When we then look at the first wings, what were the early successes and why were they important? Why did they indicate there was more still to come and that you were onto a promising trajectory? Then we need to look at the challenges. So what were the major obstacles or setbacks that they faced? And then, how did that test the brand's initial vision? Because that's what this is all about.
Speaker 1:When we look at where it started, it's like, oh well, we wanted to started, like for me, for example, I wanted to start a marketing agency that helps small businesses grow. But then we had some first wins where we were doing really well. The challenges that then hit us we were charging 25 grand a month for marketing retainers which I mean, we still do, but only to the right types of brands and the challenge was essentially, do I choose the money and working with these bigger companies and leave the small businesses for dead, or what happens next? Well, we know what happens next, which is where we need to look at how did you overcome these challenges? So what was like the pivotal moment? What was the turning point? What did you need to realize in order to get back to where it first started? And that's where the transformation comes from. So, how is the brand different now compared to when it initially started? And the transformation is usually for the better, right. And then, what have we learned through our journey that transformed our approach? And then, how does this transformation link in with the ladder of transformation that I'm also going to take you through in a little bit? That is just like the quickest run through of what a brand story framework should look like, and really all of your content pieces should actually use a narrative arc where it's the orientation, it's the rising action, it is the climax and then it's the resolution. That is the narrative arc and that is how you keep engagement and that is how you tell a good story.
Speaker 1:Next we're going to look at features and benefits, and I know that a lot of you have probably been told as well. Don't just talk about the features, but also the benefits of what you're selling. But I'm going to tell you why that's important. It's because it's not simply enough to be talking about yourself and saying how good you are and oh, we have all of these years of experience. We use this particular technology, we use the best ceramic coating for our car detailing business, et cetera, et cetera. Because your audience doesn't nerd out as hard on the things that you nerd out about. I nerd out about marketing psychology, but for a lot of you guys, you're just like money. I don't really care how you get me there. I just want you to get me to better results and spend less time on my marketing. That's what I want you to do. How we get there, that's up to you. And so that's the difference between features and benefits. Features is what the good thing is. Benefits is why it matters to your audience Instead of just listing technical specifications of a smartphone.
Speaker 1:For example, if I was selling a smartphone, I would be explaining how the device's features actually enhance the daily user's life, like the camera, for example. You'll notice with Apple ads or even Samsung, who knows, when they are showing a camera feature, they're generally capturing a photo of like a heartfelt moment or a special experience, or like it's capturing the memories. So, yeah, great, it has whatever resolution, but that's actually just so that you can capture special moments in your life. Or what about? It's like it's got a longer battery life so that you can capture special moments in your life? Or what about it's like it's got a longer battery life so that you can stay safe, or so you can stay connected for longer, or so that you can be entertained for longer? That's the benefit. And so I want you to think about the so what when you're writing your features, talking about Australian made or sustainable, or gives back to charities like, so what? Why do we care about that? Always relate it back to why we care.
Speaker 1:Now let's look at our scarcity and urgency tactics, and I know that I talk about this quite frequently and you probably notice it in my own content. Were you listening at the top where I said guys, on the 14th of the 4th, 24, the price is going up? That is an urgency tactic. The price is going up. That is an urgency tactic that is telling you that you only have so many days left for you not to pay more money. I mean, even if you do have to pay more money, it is still unbelievable value. This school it's like $80,000 worth of value in the full library. I'm telling you you need to enrol now, not later now, in order to save that money.
Speaker 1:The reason why we do that, it's not to manipulate, it is to inspire action. I know, if you are listening to this podcast and you get value out of this podcast, can you imagine how much value you're going to get if you actually paid to work with me? I know that there is so much value that can be delivered. You just need a good kick up the bum to go and do what you know is good for you, and that is to invest in your own brain development, in your own understanding of marketing, so that you can be a better contributor to society. It is the same regardless of what you're selling.
Speaker 1:It could be fashion, for example, people might think, oh, fashion's not a necessity, I'm not helping anyone by making them buy this dress. Yes, you are, if you're a passion-led fashion brand who is all about you know. I think of back to one of my clients, true Colors, who has been one of our clients for what like 18 months now, who I work with, and she is legitimately helping young women of like step away from trends and clothing in terms of that sense, literally step into their own taste, their own fashion, wearing one-of-a-kind pieces, wearing limited run pieces, pieces that no one else has. That actually reflects who they truly are, not just being a copycat of some other big brand. She is legitimately improving lives and if she wasn't telling people this will sell out very quickly which all of her stuff sells out pretty much instantly If the brand wasn't saying you have to buy this now or you're going to miss out, then that person would miss out on purchasing that dress. That person could potentially miss out on feeling amazing at their next event, meeting the love of their life, making new friends, whatever it might be that that dress helps them become. She has just changed somebody's life.
Speaker 1:Look, I'm getting goosebumps talking about it. I've just. I might as well, start walking around as a giant goosebump, because that is my little psychic ability to know that I'm speaking. Truth is, when I get goosebumps and I have to tell you I don't know what you guys have been doing the last week or two, but every single one of you I've spoken to I start getting goosebumps. When I talk to you about whatever it is that we're talking about, you guys are tapped in right now. You guys are thriving, you guys are on the right plane and if you're listening to this right now, I want you to know that I'm literally talking to you. It's especially the podcast listeners that when I talk to you guys, things are working. Things are flowing. Even if you can't see the direct result right now, things are happening for you and I can feel it. Anyway, that's just a little download for you.
Speaker 1:The next thing we're going to explore is the customer journey funnel. Now, that is about charting the path to purchase, so let's revisit this. While it might sound familiar and I've done entire episodes about the customer journey funnel, especially what was it? The last episode, the one before, where we talk about the InstaTalk funnel as well A customer journey funnel simply organizes the chaos of marketing, or the marketing madness, as we like to call it, by mirroring the stages of human relationship development, because that's all that marketing and selling is it's about developing relationships. So, by using our customer journey funnel framework, you are harnessing the natural progression from never having heard of your brand before to getting to know you and trust you and, like you, to going and purchasing from you. I always relate.
Speaker 1:The customer journey is so similar to dating or to finding a partner. It is the initial attention grabbing piece of content is about you know eyes meeting across the bar or like swiping right on Tinder and then like catching their attention. Initially. Actually, you know what. There would be such a business and I'm sure people do this where they optimize Tinder profiles, and you could 100% use this framework. Oh my God, did we just start a dating company?
Speaker 1:You just need to get the right attention from people and you do that by controversial, relatable and or aspirational content, depending on who your audience is, and then you build trust with them.
Speaker 1:And you build trust with them by showing that you can do what you say you're going to do, that you're reliable, that you show up to your dates on time, that you aren't going to stand people up that you actually think about them and you listen to their needs and you give them what it is that they're looking for, so that when you then jump down on one knee and you listen to their needs and you give them what it is that they're looking for, so that when you then jump down on one knee and you pop the question will you marry me, will you go to bed with me, will you do all those things with me?
Speaker 1:The answer is yes, because they know you, they like you, hopefully they love you and they trust you. So those are the psychological techniques that we have been using for a while and that I have been talking about for a while. But let's get into the juicy stuff. The audience schema is specifically something I want to spend a bit of time on and, if you guys request from me in my Instagram DMs, I will do more of a deep dive on individual schemas.
Speaker 2:This episode is, of course, brought to you by Birdcage Marketing, the forward thinking digital marketing brand that started this all. We have a special birthday offer running now until the end of the year to celebrate Maddie Birdcage's birthday. Practical steps to take your business forward fast. You get a foundational strategy, valued at $6,000. We'll build the bedrock of your marketing plan so you're not constantly chasing trends, but creating a strategy that works. We will complete a website audit for you, valued at $1,250, where we'll pinpoint exactly what's slowing your site down and give you the actual recommendations to improve it.
Speaker 2:We will complete copywriting for a welcome flow and one times EDM, valued at $1,500, so you can nail your customer's first impression with powerful, converting email copy. We will give you one week of content done for you on Instagram that's three reels and three static posts, valued at $1,250, so you can stop stressing over content creation. We'll handle it, so you don't have to. And then, finally, we will throw in one 40-minute coaching session with a coach of your choosing from the Birdcage team. That is valued at $1,250. So you can get laser-focused advice on your most pressing business challenges. You get all of this at a value of $11,250 and you only pay $6,000. We only have six available until the end of the year. So to get started, book your discovery, call at birdcagemarketingcomau, and let's do this. Now back to the episode.
Speaker 1:So schemas? For those of you who are new to the concept which I'm sure is the majority of you, unless you are actually a psych major think of schemas as mental models. They are simply shortcuts our brains use to process information and they are based on our past experiences. They influence how we see ourselves, how we see others, but also how we see brands, and that's why we are using them. They are based on Piaget's theories from, I think, around the 50s. He was like a psychologist man, which I'm sure that a lot of you have studied before. But then there's this, dr Jeffrey Young. He is actually a psychologist who developed schema therapy. I think in the 80s was when that was developed and that is how it was first introduced to me. It was introduced to me by my psychologist who spoke to me about schema therapy and it instantly clicked with me because I'm like, hmm, this is just what I talk about in marketing when it comes to the lens through which people view the world. But I didn't realize that there was actual proper schema therapy. There were schemas that already existed by Piaget, all of the psychological principles that existed, and it just proves to me damn, I really should have done that psychology degree not just the diploma in positive psychology, but leveraging these schemas are crucial. So they shape the your customer's view of products and services and by understanding and aligning with these schemas you can actually create advertising and marketing and content that really deeply resonates, because essentially you are tapping into the shortcuts to their understanding of how they see the world. So think about it this way let's just say that you had to get to school from your house. You had to ride your bike around the main road, which took like 5Ks for you to get there, right, so you know where you want to get to. You know you want to get from home to school, but you have to go the 5Ks around the park. Or you can use a schema and you can cut through the track that's in the path because you know exactly how to get there like there are no signs necessarily, but you know how to get there because you know of that schema, you know of that path and so because of that you're able to cut down like a quarter down to a quarter of the time. It only takes you 1k to ride your bike through that track, through the park, and then you can get there a lot quicker. That is what a schema is. It's like a secret track through a park. If you guys are following me, I promise this is explained a lot better in the school.
Speaker 1:Okay, what we have essentially done, we've distilled the psychological schemas into five core themes, because there are a lot of schemas that exist and, especially if you look at schema therapy, like they're kind of heavy. It's like abandonment and abuse, codependency, like they're very, very heavy, and so what we've actually done is we have distilled them into five core themes and that's what we then use in order to shape our audience profiling. Now, these five core themes are security and trust, connection and community self-acceptance and growth. Core themes are security and trust, connection and community self-acceptance and growth, safety and well-being and empowerment and achievement. All this means is that there have been experiences along the way in your audience's life, generally when they were children, and it was generally as a result of how they were parented or how they were socialized, so how society has affected them. That then makes them fit into one of these five or audience schemas. It just means that they are more likely to look for security and trust, perhaps because they have experienced abandonment or similar issues as kids. They might be looking for self-acceptance and growth, and that's the audience schema they fall under because they did not feel accepted as kids. They did not feel accepted for who they were as kids, and so now they are looking for self-acceptance and growth, the same with connection and community. They may have felt displaced, they may have felt disconnected from connection and community, and so now that's what they are seeking empowerment and achievement. They may have been taught that you must win at all costs, that failure wasn't an option, and so now they are still looking for empowerment and achievement because that is their safe place.
Speaker 1:So your audience is going to fit under one of these five audience schemas security and trust, connection, community, self-acceptance and growth, safety and well-being, empowerment and and achievement. And, depending on that, if you know which audience schema they fit under, you can then create tailored marketing messages that directly hit on what it is that they're looking for from brands. So if, for example, you have an audience that fits under the security and trust schema let's just say you're like an online security company, for example, you would focus on your advanced encryption, in your privacy policies, in how trustworthy you are, in how reliable you are. If your audience fits under self-acceptance and growth, it might be that you are a beauty brand, for example, and that is all about celebrating natural beauty, promoting self-care routines. Like Dove comes to mind. They're kind of like the original self-acceptance brand. But let's, for example, put that up against.
Speaker 1:If your audience fell under an empowerment and achievement schema and you were a beauty brand, then it would be all about success stories and specifically about how your products help them achieve like the perfect glowing skin where they, you know. It's not so much about self-acceptance and growth and being the best version of themselves. It's more about like, how can you actually just be the best? And people might say that's wrong, but you know yourself, you might be one of those people that fits under the empowerment and achievement schemas and you're like hell. No, I don't want to buy from a beauty brand. That's just like promoting my natural goodness, my natural beauty. I want to be. I want to buy from a beauty brand that will help me have the best skin out of anyone that I know, and that is the difference.
Speaker 1:I hope that's exciting, you guys, because God, it excites me and in the school, I'm actually putting the finishing touches on it today when I record this, but we actually have a quiz which helps for you to understand exactly where your audience schema is or who your audience schema is, because I know it can be a little bit blurry and it's like if you get this wrong, then it is going to affect how well your strategy actually hits home, and this is why, throughout the school, I'm also making it really clear that these are the pivotal moments, like when you're understanding audience schemas. If you're not sure, if you've done the quiz, if you've done all of the other things, make sure you use the online community, make sure you have the one-on-one coaching sessions that we have available. You need to make sure that you're getting this validated, these ideas validated, and now these audience schemas. This is not something that you're going to have seen anywhere else before. This is something we have created and uniquely developed for ourselves and our needs. So I'm quite literally, I'm giving away all the IP at this point. There's no more secrets behind these doors, especially because I'm now going to tell you about the ladder of transformation.
Speaker 1:Now, the ladder of transformation, it is about your brand value. It is about taking this idea of pain points and transformation. It's about taking that to the whole next level, because something that I always grappled with for a number of years was like what is the transformation that I actually deliver to my customers? Is that I'm teaching them marketing or is it that they're feeling clear and in control of their marketing? Or is it actually that they are helping to become the dream of being that empowered boss? Whether you're an employee or a business owner, you are in control and you are like the boss of your life because you can use digital marketing to achieve your goals. So I was always like what is it? What is the answer? Then I realized a few years ago that we're actually solving all three problems. You're actually solving three problems for your audiences at any given time, and I think this is going to be especially transformative. The ladder of transformation will be especially transformative for those of you who are like but I'm just a fashion brand. What problems am I solving? Because it forces you to understand that you're not just solving the problems of clothes. You're solving the problem of feeling confident about yourself and you're solving the problem of helping them become the identity of that fashionable friend. And so I hope you're seeing that these three levels here what they are.
Speaker 1:The first is the functional transformation. Well, actually, let me go back. I don't want to take full credit for this because, yes, it is something that we specifically have developed, but it is based on the jobs to be done model, as well as the psychological self-concept theory. I never want to say that I fully invented any of these frameworks or tools or formulas that we use, because they're always based and built on existing psychological frameworks or existing marketing frameworks that exist. And also I believe that I'm like, yes, I come up with these ideas, but I have said this before and you may or may not think I'm fucking crazy, but I believe that all of this is literally channeled through whatever higher power there is. This is channeled through me simply to help you. So it's not like it's my concepts, it's concepts from the gods I need to step into, I need to own that shit more. It is concepts from the gods. This is marketing concepts straight from the gods, my friends. So let's look at what the gods have to say.
Speaker 1:First of all, functional transformation. Every brand obviously offers some sort of functional end benefit. Whether you are mowing people's lawns, whether you are selling running shoes, whether you are a vacuum cleaner brand, whether you are a tech company, whatever it is, you are always, on a basic level, offering a functional transformation. But whether you are a tech company, whatever it is, you are always on a basic level, offering a functional transformation. But then you're also giving them an emotional transformation. So the same brand who is selling the running shoes makes people feel motivated to run. The same brand that's mowing people's lawns they are making people feel house proud. The same brand that is making people teaching marketing to people is making people feel confident and clear. So that is the emotional transformation which I feel like. All of that is pretty straightforward and you guys should have no trouble grasping that. But now we're looking at the identity-based transformation, and when you hear me talk about identity-based marketing, identity-aligned marketing, this is what I mean about identity-based marketing. Identity-aligned marketing. This is what I mean.
Speaker 1:Ultimately. You need to position your brand as helping people reach their true identity, their desired identity, their desired self-concept. That's where that comes in. So, for example, for our business, the desired self-concept is that they are free and fulfilled bosses, business owners, that they are free and fulfilled bosses, business owners, performance employees, whatever it might be they are free and fulfilled because they know how to use digital marketing in order to get their results. For a running shoe brand. It's that they are helping people become the serious performance person, performance runner, performance employee, performance human that they want to be For a lawn mowing business. It could be that by mowing people's lawns for them, you actually help them to be that successful, proud homeowner who has their shit together, who has people do their lawns for them, who has help, who has all of those things. The identity-based transformation is so important because it is what becomes your top of funnel content. I'm giving away too many secrets. Finally, just to blow your mind one more time, brand archetypes Now.
Speaker 1:You may have heard about archetypes in many different ways in, you know, greek mythology. That's where they kind of came from. I think for me it was psychological archetypes. That's where that was a big thing for me. That's where I first heard about it. But also brand archetypes now they are essentially, if you haven't heard about archetypes before, these are just personas that are derived from universally recognized characters, that they strike a chord in the human psyche.
Speaker 1:So with how we use our approach, we link these audience, these archetypes, to audience schemas, which makes a lot of sense, because if you think we're using schemas as the shortcut to connection, it's like particular archetypes are going to resonate better than others, and what we do is we take you through in the school or when we do our strategy for you. We take you through. If your audience falls under this schema, it means that you should be presenting as this brand archetype and I'm not saying everyone needs to be a lover, an explorer, a rebel, a magician, whatever you can have like fusions of each, and I take you through that breakdown. Actually, our brand is a breakdown. It's a fusion of two different archetypes. By using a brand archetype, it's, first of all, tapping into these audience schemas and getting a shortcut to connection, but it's also, my god, it provides you with clarity. If you are like I don't know how to be presenting myself on social media, the archetypes will make you do that. Having all of those things together will literally create your content persona. It's a formula as simple as if A plus B plus C equals content persona.
Speaker 1:Now there are 12 archetypes that we can talk about. There are the lover, the jester, every man. They fall under belonging and connection. The caregiver, ruler and the artist. They are under stability and control. The innocent, the sage, the explorer that is under learning and freedom my favorite quadrant. And the outlaw the magician and the hero, and that falls under risk and achievement there. Now, based on all of that, there are things that you need to know. You well, not things you need to know, but there are aspects of these archetypes that we've developed that help you put them into action in terms of marketing.
Speaker 1:So, for each archetype, we know what the brand promise is, what your motto is, the goal, the desire, the fear, the strategy, how you are at your best, how you are at your worst, and then brand examples to help you really visualize it. We also break down the archetype in action. So, for example, let's talk about the lover. So their brand promises connection, the motto it feels amazing, the goal is to build a loving and committed relationship with people, et cetera, et cetera. And then we break down the archetype in action. So the lover archetype is a brand personality type that values aesthetics and appearance, is drawn to offerings that enhance attractiveness. To apply this lover archetype in marketing, you should use passionate, adjective-rich language, visually appealing colors such as deep pink, red gold, even like blacks, to then create a strong emotional connection with customers, making them feel a sense of affection from the brand. It keeps going and going and going. There is so much more information, but that is one of 12 archetypes and that is how you can then create your content persona using the archetype structures as well.
Speaker 1:Oh, my goodness, this is a lot to be putting into one episode. This is why I tell you, guys, you need to listen to these episodes twice, because there's just so much that you're going to get out of it. Well, what I'm going to do? I'm going to leave this episode here, I think, my structure moving forward, pending, you guys, your feedback. Do you want me to go down and break all of these things down further? Because what I'm even wanting to do is create, you know, audience schema focused episodes, features and benefits focused episodes. Really dive deep into all of these aspects so that you can really identify who your audience is, who you are as a brand, who your content persona is, what you need to be posting about. And then, of course, we teach you exactly how to implement all of those things through an omni-channel marketing approach, strategy delivery. Holy shit, that's a lot of value.
Speaker 1:I hope that you enjoyed this episode. This was a lot to take in. If you did, make sure you leave a review, make sure you send us a dm, give us feedback. I very much respond to dms on instagram, especially ones giving us praise and feedback for the podcast. Remember connect with us on tiktok at maddie birdcage and at birdcage marketing, and the same handles on instagram again. And if you really want to learn how to work with us, make sure you head to our website and book a call. We would love to work with us. Make sure you head to our website and book a call. We would love to speak with you.