Communicate effectively thanks to archetypes

One of the things I am asked most often is how to create an interesting editorial plan .

Let's start from an assumption: you are an interesting person , what you have to say is interesting and what you do every day is also interesting .

I know: it doesn't seem like that to you and you wonder why people should give a damn about when you go to choose the zippers for the next bag you make or how you decided to plan your activities as a consultant this week.

Well, I'll let you in on a secret: all your potential customers are interested because everyone likes seeing the behind-the-scenes look at a product or service or someone's life that we follow (yes, it's true, it's also because we're all little meddlesome!).

Obviously the secret is to take your daily newspaper and not spread it like a shopping list, but bringing out your deep soul , what is technically called a brand character or the character of your business, in short, the profound way in which you do things in your work, the mission you set for yourself in the world .

To understand what your brand character is, you can use the 12 Jungian archetypes that we see summarized in this diagram:

Let's go into a little more detail and see them one by one:

• The Magician: he has mysterious gifts and virtues, he uses his great imagination to turn ideas into reality. He's an inventor, he's charismatic, a leader, a shaman, a doctor, a healer. He understands the laws of the universe and makes the impossible possible leading to wonderful changes.

• The Creator: artists, writers, dreamers, innovators, musicians. They want to create lasting value. Their guide is vision or imagination. Self-expression and passion are key.

• The Explorer: is independent, maverick, adventurous, individualistic, courageous. He goes to discover the world and his worst nightmare is being caged by the system, conforming, not living according to its values.

• The Innocent: optimists, pure, utopians, traditionalists, mystics, romantics, dreamers, naive. They look for the best in people and situations, beauty and happiness, inviting others to do the same. Pure and genuine.

• The Jester: wants to have fun, is original and irreverent. He enjoys life and relationships with others because it gives him pleasure. He hates boredom and doesn't want to be boring.

• The Caregiver: embodies security, home, continuity, tradition. He is selfless, loves others as himself, feels compassion, generosity and a desire to help others.

• The Common Man: he is an ordinary person in the most serene sense of the term. Loves the simple pleasures in life, believes all men are created equal and have value for who they are. For him, the good things in life are everyone's right.

• The Outlaw: he is the rebel, the nonconformist par excellence, always against the status quo and the established order. It can also have a more or less marked dark side. It is driven by individualistic motivations, by revenge or by revolution.

• The Lover: is the partner, the close friend. Charming, enthusiastic. romantic, sensual, chivalrous, bright, passionate and committed. Bring to light the romantic side of life, made of joy, well-being and ecstasy

• The Sovereign : the great leader, the boss, the one who dictates the rules that others will follow. He doesn't like change if he doesn't control it. Hates chaos. Positive, vital, self-confident. They seek success and power.

• The Sage: His keywords are asceticism, wisdom, destiny, truth. He wants to understand reality through the power of the mind. He is expert, studious. advisor, thinker, philosopher, researcher, planner, mentor, teacher. He has faith in the ability of men to build a better world.

• The Hero: he is the warrior, the superhero, the crusader, the one who defeats the dragon, the victor. He has courage and strength, he believes that wanting is power. Values: power, honor, victory.

What are the dominant archetypes in you as a person and as a professional? Choose two and start characterizing your texts with the nuances of these figures .

If you want to learn more about the subject you can read these books:

• THE GODS WITHIN THE MAN by Jean S. Bolen - buy it on Amazon
• GODDESSES WITHIN WOMEN by Jean S. Bolen - buy it on Amazon
• AWAKENING THE HERO WITHIN US by Carol S. Pearson - buy it on Amazon

All of this fits into the broad field of storytelling, the backbone of an interesting and effective editorial plan.

When you have placed all the fixed contents in your publication calendar, you can start using the empty spaces to create a narrative about yourself that leverages your personality, your goals and your personal and professional nature, how you help your clients with what you do every day and how you carry on your work according to your values .

This should also transpire from the promotional contents, but it is in the free ones, purely dedicated to storytelling that you manage to leverage the interest of those who share your values and will become loyal customers.