When you're a small, service-based business, you are selling yourself and your ideas. I call this marketing when the brand is YOU.
Most service businesses brand with what we call the story archetypes. You can read more about story archetypes here at this link.
I've interviewed several Role Model archetypes. On this episode we get a rare look at an Educator archetype. Role Models have the message, "This is what I did. If I can do it, you can too. I'm just like you." They share a lot of personal information.
On the other hand, Educators share the message, "I have knowledge of what works. I want to share that knowledge with you. If you use my knowledge, you will be successful."
Robert Middleton has been a business coach for many years, working with small businesses and solopreneurs. He is the quintessential Educator archetype.
On this episode, you will learn...
...how Robert built his business as an Educator
...how Educators use stories (and the kinds of stories Robert tells in his business)
...why an Educator is also an experimenter and a learner
...how good Educators have in-depth understanding of processes
...the importance of learning one-on-one from a coach as compared to a book or video
...how Educators study the process of training (and what kind he feels will work best)
...how Educators study what doesn't work as well as what works
...the importance of making an idea a business reality ("making it happen") instead of overthinking,
delaying and seeking perfection...how Robert is still an Educator in his new role as a podcaster
...the most important component of success in business (and it's not book learning)
Stay to the end and you'll get Robert's analogy with cooking!
You can learn more about Robert and his new venture at his website actionplan.club. Go to his site and get his guide to ChatGPT--free. You'll be added to his list (but he's no longer selling!).
If you'd like to learn even more about the story archetypes, and using then to brand your small business, be sure to read my next book, coming out soon on Amazon. Sign up here to be notified when the book is ready.
Are you looking for ways to brand your business with stories? Sign up for a Strategic Intensive and fine-tune your brand and messaging. This can be especially important if you are changing direction. You'll need a new story as well as a new brand.
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