A company’s “why” story can evoke negative emotions, and for this reason can powerfully resonate with their prospects who are experiencing the same problem, and admire someone who overcame it.
As Davison tells it, her 1:1s with businesspeople often turn into confessionals. Not that I picture the lovebug-loving Chantelle as a priest, but bear with me.
“Then they tell me something they’ve been carrying around for YEARS.
“Something they’re convinced would make people think less of them.
“Something they’ve buried so deep they’d almost forgotten it was there….
“The messy backstory that shaped exactly WHY they do what they do.”
And that can resonate with prospects.
Take the Keith Puckett failure example that I shared earlier: he had purchased a home security system thinking that it would protect him…and then while he was traveling the security system sent him an alarm with no context.
Now I guess Puckett could have been embarassed by this stupid purchase of something that did no good at all. But Puckett wasn’t embarassed at all. And he tells Ubiety prospects that he spent good money on a bad system, experienced fear and helplessness…and that he NEVER wants Ubiety customers to experience those same negative emotions.
Share YOUR why story.
Even if it’s a poor tattoo choice.
Google Gemini.
And if you need help writing your why story, talk to me.
You want your prospects to feel distinct emotions when they consider your product—the stronger the better.
When your prospects consider the, um, prospect of life WITHOUT your product, they should experience fear or anger because your product is not available to them.
But when your prospects consider the alternative of having your product at their disposal, they should not only feel a quiet satisfaction but should feel power and joy. Your product equips them to perform the tasks that are important to them.
Luna Marketing Services made an (LinkedIn word warning) insightful point in a recent Instagram post.
“According to a study by Jonah Berger and Katherine L. Milkman, certain pieces of online content that evoke high-arousal positive (awe) or negative (anger or anxiety) emotions are more viral.”
“This article takes a psychological approach to understanding diffusion. Using a unique data set of all the New York Times articles published over a three-month period, the authors examine how emotion shapes virality.”
But this was the insightful part. From Luna:
“The study also found that content evoking emotions such as happiness and sadness is less likely to be shared or go viral.”
From the original authors:
“Experimental results further demonstrate the causal impact of specific emotion on transmission and illustrate that it is driven by the level of activation induced.”
As I mentioned in a comment to Celia, I hadn’t thought of the distinction between high arousal and low arousal.
No, not that.
I’m thinking about emotions akin to complete bliss.
On Saturday I was performing some Bredemarket work that required me to reference negative emotions. The emotions felt by people before they employed the wonder product.
I came up with six negative pre-solution emotions, although there are undoubtedly more.
Anger
Anxiety
Disappointment
Fear
Frustration
Shame
What emotions capture your prospects before they acquire your solution?
By now all of you are able to see the words that I originally saw several days ago: Bredebot’s writings on a content marketer’s need to practice empathy.
And Bredebot’s closing words: “Keep it human!”
Closing words that were written by a Google algorithm, not a human. And weren’t even envisioned in my original prompt; they just came out in the result.
And this is true whether the content is written by a bot or a human. There are thousands of content marketers who write about cancer treatments…despite the fact that most of them have never experienced the fear and dread of a cancer diagnosis themselves.
But the right words can address a prospect’s needs.
I’ve been interested in brand archetypes for years. You’ll recall my first post on the topic, after which I used Kaye Putnam’s quiz to determine my archetypes: primarily Sage, with some others.
Sage, Explorer, Royalty, Entertainer.
This morning I attended a webinar, sponsored by Verizon and under the auspices of SCORE and BizHuub, on the topic of budget-friendly branding. It was presented by Warrick and Takicha Roundtree.
After some preliminary discussions, the Roundtrees focused on the topic of the 12 brand archetypes. They then encouraged us to explore our brand archetypes, with the help of our favorite generative AI tool.
The first prompt, and the response
I am Bredemarket. I offer marketing and writing services (content, proposal, analysis) to identity, biometrics, and technology firms. I sell these services to marketing leaders at these firms. Give me a list of psychographic characteristics of my most likely buyer.
Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes.
Core Motivations and Goals
Career-Driven and Results-Oriented: They are primarily motivated by professional success. They need to demonstrate a positive ROI on their marketing budget and show tangible results in the form of lead generation, increased brand awareness, or successful product launches.
Aspirational: They want to be seen as innovative and forward-thinking within their company and the industry. They are looking for solutions that will help them gain a competitive edge and establish their firm as a leader in its field.
Driven by Urgency: They are often facing deadlines and a “need it yesterday” mentality. They have projects to complete, campaigns to launch, and are looking for a reliable partner who can jump in and deliver high-quality work quickly and efficiently.
Seeking Strategic Partnership: While they need a service provider, they are really looking for a partner who can provide fresh, objective insights and strategic thinking. They value an external perspective that isn’t clouded by internal biases or politics.
Challenges and Pain Points
Overwhelmed and Under-Resourced: They are likely managing a lean team and a multitude of responsibilities, from content creation to campaign management and analytics. They may not have the in-house expertise or bandwidth for every project, especially specialized ones like proposal writing or complex analysis.
Need for Specialized Expertise: They are acutely aware that their firm’s technology is complex and niche. They need a writer and marketer who can understand the technical nuances of identity and biometrics and translate them into compelling, clear, and trustworthy content for a B2B audience.
Information and Privacy Concerns: The identity and biometrics space is sensitive. They are concerned with navigating complex issues like data privacy regulations, ethical considerations, and public perception. They need content that addresses these concerns and builds trust with their audience.
Difficulty Demonstrating Value: They struggle to effectively communicate the value of their complex, often-invisible, technology to different stakeholders, from technical users to C-suite executives.
Attitudes and Behaviors
Risk-Averse (to a point): While they want to innovate, they are also responsible for their budget and brand reputation. They will seek out a provider with a proven track record, relevant case studies, and a clear understanding of their industry.
Values Efficiency: They appreciate a streamlined, no-fuss process. They don’t have time for extensive hand-holding or for a provider who needs a lot of training on the basics of their industry.
Prefers a Collaborative Approach: They don’t want to simply hand over a task. They want a partner who will engage in a dialogue, provide strategic recommendations, and work with their team to achieve a shared vision.
Values Trust and Reliability: Given the sensitive nature of their business, they need to feel completely confident that their partner is stable, consistent, and committed to the project. They value a partner who is responsive and transparent in their operations.
The second prompt, and the response
Which of the 12 brand archetypes would appeal to my customers?
Based on the psychographic characteristics of your target customer—the marketing leader at a technology, biometrics, or identity firm—several brand archetypes would likely resonate most strongly.
The key is to choose an archetype that speaks to their professional motivations, pain points, and desire for a strategic, trustworthy partner.
Here are the most relevant archetypes for Bredemarket:
1. The Sage
Why it works: This is the most natural fit. The Sage is the expert, the thought leader, and the trusted advisor. Your customers are seeking knowledge, analysis, and strategic insights. They don’t just want content written; they want content that is well-researched, accurate, and authoritative.
How to embody it:
Focus on data-driven insights and analysis.
Create content that educates and informs, such as white papers, in-depth reports, and industry analysis.
Position yourself as an expert who understands the complex nuances of their industry, not just a content mill.
Your tone should be knowledgeable, wise, and credible.
2. The Creator
Why it works: Your services are inherently creative. You are creating content, proposals, and narratives from scratch. Marketing leaders at tech firms are looking for someone who can translate complex technical information into compelling, engaging stories that resonate with their audience.
How to embody it:
Showcase your ability to build something from nothing—a strong narrative, a winning proposal, or a memorable campaign.
Use a portfolio to highlight diverse, imaginative work you’ve done for other clients.
Emphasize your process, from ideation to final execution.
Your messaging should focus on innovation, originality, and the power of well-crafted communication.
3. The Hero
Why it works: This archetype addresses your customer’s pain points directly. They are heroes within their own companies, tasked with generating leads and demonstrating ROI. You, as Bredemarket, can be their sidekick or a “hero for hire” who helps them conquer their challenges.
How to embody it:
Frame your services as a solution to their problems. Instead of “We write proposals,” say “We write proposals that help you win bids.”
Use success stories and testimonials that highlight how you helped a client overcome a major challenge (e.g., “Helped Company X generate 50% more leads with a new content strategy”).
Your tone should be confident, courageous, and results-oriented.
Secondary, Supporting Archetype: The Ruler
Why it works: While this may not be your primary archetype, it’s a good supporting one. Marketing leaders are often in a position of power and authority. By positioning yourself as a professional and organized partner, you align with their desire for order and control.
How to embody it:
Emphasize your clear processes, reliability, and project management skills.
Communicate with precision and confidence, demonstrating your command of the subject matter and the project.
Show that you bring order to the chaos of their marketing needs.
Summary & Recommendation
For Bredemarket, the Sage and Creator are your strongest primary archetypes.
Sage establishes your expertise and credibility, which is paramount in a technical field.
Creator highlights your specific skill set and ability to build compelling narratives.
You can then use the Hero archetype to frame your marketing messages around the problems you solve, and the Ruler to reassure potential clients about your professionalism and reliability.
By combining these, you can craft a brand identity that is both intelligent and innovative, while also being trustworthy and empowering for your target customer.
What I need to do
So what have I learned from the Roundtrees’ prompts and Google Gemini’s responses?
I need to analyze the rest of the two responses and perhaps make some changes in direction in my self-promotional content. After all, Google never lies.
In truth, why is Google happy that I’m ignoring its marketing advice?
Whether you’re a marketer, a biometric expert, a technologist, or just someone scrolling the webs, you can feel a variety of emotions after reading a Bredemarket blog post.
Maybe amused.
Maybe informed,
Maybe empowered.
But some will experience more powerful emotions.
For a targeted few who find themselves paralyzed, maybe afraid. Afraid that your competitors will steal your prospects unless you act.
Or for those targeted few who despise powerlessness and want to act, maybe hungry. Hungry to get your product’s benefits to your prospects so they convert.
I have to be honest. Some of the people who are inspired to act are perfectly capable of acting on their own. Because they’re not complete unknowns.
But others can use the help of an outside consultant such as Bredemarket.
Content, proposals, analysis. I can help with all of them.
Bredemarket 