Brand Archetypes – The Hero and The Outlaw-Part 3

December 1st, 2015

As talked about in my first blog post, having a distinct identity is essential to online success. It raises your visibility and allows you to connect with your customers on a more personal emotional level. So discovering what your brand archetypes are, is central to positioning your company and products in a unique way. There are 12 of them, and we have already discussed The Innocent and The Regular Guy/Gal, so in those post, we will discuss two more; The Hero and The Outlaw.

The HeroThe Hero:
The Hero’s ultimate goal is to help improve the world. They are courageous, bold, honorable, confident, strong and inspirational. Their greatest fears are failure and to appear weak or fragile. Hero’s are always striving to be better, so they can better help others.

Advertisers have used The Hero as part of brand messaging and advertisements for a very long time, using the ruggedly handsome hero to speak to the human need for protection and to feel safe.

Hero customers want brands that have quality and efficiency that they think will put them in front of everyone else and they won’t be influenced by cute messages and funny imagery.

Hero businesses promote themselves as being far more superior than anyone else. They feel as though if anyone gets a higher rating or has better value, that is the worst thing that can possibly happen to them.

Thinking of the ruggedly handsome guy, brings up a lot of past advertisement imagery, like the Marlboro Man or the very old ads for Old Spice. Today, brands like Nike and BMW are good examples.

Nike likes to feature top athletes that have undeniable skills in what they do. They are the best of the best and seem almost super human with their abilities. This appeals to the Hero archetype, because if that person can do it, so can they, and having the same Nike shoes will get them there. But you have to go out and work hard and “Just Do It”.

BMW is one of the best selling luxury automakers of the world and has had the slogan “The Ultimate Driving Machine”. Everyone knows if you are driving a brand new BMW, you are somebody, and that appeals to The Hero archetype for their need to always appear in front of everyone else. This doesn’t make The Hero archetype vain, they just value things that are “better”. BMW ads are no-nonsense and show you their beautiful lines of vehicles.

If your brand would appeal to The Hero archetype for being dependable, strong and high quality, then keep these companies in mind when creating your marketing materials.

The OutlawThe Outlaw:
The archnemesis to The Hero, and is pretty much everything opposite of what The Hero believes in. Also known as The Rebel, this archetype wants revolution, to break the rules and to fight authority. They never want to appear powerless. They are rebellious, wild and like to pave the way for change.

Outlaw or Rebel customers appreciate products that are unconventional and go against the grain.  They like content that shocks with no blatant selling messages.

Rebel companies put themselves out there as an alternative to the mainstream and make an effort to stand out from the crowd. Rebel brands have almost a cult-like following where their fans are extremely loyal. The worst thing that can happen to a Rebel brand is to be kitschy or become too popular.

The main brand that comes to mind that falls under The Outlaw archetype is… you probably guessed it.. Harley Davidson and another is Virgin (Richard Branson).

Harley Davidson’s brand is all about personal freedom, and as an iconic brand, they have set themselves apart from the competition. Their latest ads have always remained the epitome of appealing to the Rebel crowd with messages like; “United by Independents”, and “Try living OFF the straight and narrow”, that call to the break the rules and fighting authority traits of these types of consumers.

Sir Richard Branson’s, Virgin Group, has the main philosophy to do things differently, and this appeals to the Rebel. The Virgin Group has done many different types of businesses, but the ones that are still going strong today, is their Flagship, Virgin Records and Virgin Airlines. Virgin Atlantic (airlines), had the ad for 2015 with the message, life doesn’t come to you, so go to it and Let it Fly. Which really speaks to the Outlaw/Rebel archetype.

So if your brand is revolutionary, an alternative to the mainstream and would appeal to the Rebel archetype, keep these brands in mind when creating your marketing materials.

Up next.. two more archetypes.. The Explorer and The Creator.. CLICK HERE!

Brand Archetypes- Innocent & Regular Folks-Part 2

November 23rd, 2015

As talked about in my previous blog post, having a distinct identity is essential to online success. It raises your visibility and allows you to connect with your customers on a more personal emotional level. So discovering what your brand archetypes are, is central to positioning your company and products in a unique way. There are 12 of them, so in those post, we will discuss two of the 12; The Innocent and the Regular Guy/Gal.

The Innocent: innocent
This archetype represents the dreamer, young people and simplicity. Their ultimate goal is striving to be free and happy & their biggest fear is to do wrong and reap punishment as a result. Think of Audrey Hepburn in pretty much all of her films or even Johnny Depp as Edward Scissorhands. At their best, they are honest & truly enthusiastic and at their worst they can be boring, irritating and naïve.

The Innocent customer prefers marketing that is straight-talking with no gimmicks and they are naturally drawn to optimistic fun brands.

Innocent brands promise simplicity and innocent focused companies promote themselves as pure, simple and trustworthy. Imagery to express this archetype is natural and not overly fussy. Think of wholesome imagery and straightforward language. Something that brings a warm smile to your face.

Some brands that represent this to the fullest? I’m sure you can think of several, but ones that come to my mind immediately are McDonald’s and Coca-Cola.

Did you see McDonald’s Super Bowl ad this year? It was all about “Pay With Lovin” Where McDonald’s employees would randomly select customers and instead of paying for their meal with money, they would urge them to call their mom or child and tell them that they love them or randomly dance with joy or even just give a big hug. Brings a smile to your face doesn’t it? 🙂

One of Coca-Cola’s ads this year is to #MakeItHappy, where the ad is about all the hate on the internet today and how you can make a difference by “Make it Happy” instead. The tech spills his Coca-Cola on servers and the Coca-Cola changes messages to inspire love and acceptance.

So is your brand about love, innocence, geared towards younger audiences or wholesome? If so, keep these major brands in mind when creating your sales copy or when writing newsletters, blog posts, social marketing or creating advertising for your business.

the everymanThe Regular Guy or Gal:
Down to earth, wants to connect with others and to belong are the traits of this archetype. Their biggest fear is to stand out and to separate themselves. Think of the everyman.. good representations are Homer Simpson and even Bilbo Baggins from the Hobbit. At their best they are friendly, emphatic and very reliable, but at their worst they are weak, superficial and are easily swayed.

The Everyman customer prefers the familiar and emotionally invests in brands they trust. They want and need, quality and dependability.

Everyman brands promise belonging, and take pride in their down-to-earth beliefs. They project honesty and dependability and solid virtues. Imagery to express this archetype would be getting in tough with everyday folks, with situations that occur in everyday life and giving a sense of belonging by providing imagery that shows…hey, that happened to me or I want to do that or I want that too!

Some brands that represent this? For me, it would be Home Depot and eBay.

Home Depot’s slogan used to be “Your can do it, We can help”. Which appeals to the everyman, because it gives them a sense of belonging to something. Their slogan now is “More Saving, More Doing”. Which is a more simplistic tagline. It’s straight to the point and provides that everyman customer the sense that they can do it, and at a lower cost.

eBay has had many slogans over the years. Such as; “World’s Online Marketplace”, “Whatever it is, you can get it on eBay”, “Buy it, Sell it, Love it” and “When it’s on your mind, it’s on eBay”. The core of eBay is that anyone can be an online seller and they make it easy to do it. By opening themselves up for anyone to sell products from all over the world, it makes them a huge marketplace for buyers and sellers. This appeals to the everyman, because it gives them a community to belong to, and allows them to work on fulfilling what is everyone’s dream, to make more money as a seller and as a buyer, being able to find pretty much anything they are looking for, and the chance to buy it from another everyman.

So is your brand down-to-earth, dependable and geared towards the guy or gal next door? If so, keep brands like these in mind.

Up next…two more archetypes; The Hero and The Outlaw. CLICK HERE!

What are your Brand Archetypes?

November 20th, 2015

Archetypes_with_linkinHaving a distinct identity is essential to online success. It raises your visibility and allows you to connect with your customers on a more personal emotional level. So discovering what your brand archetypes are, is central to positioning your company and products in a unique way.

According to Swiss psychologist Carl Jung, humans tend to use symbolism to understand their world and he identified 12 archetypes (powerful identities or personas) that makes up the world. Each identity has its own set of characteristics, values, attitudes & behaviors. Advertisers use this archetype concept when creating marketing ads, business messages, and etc. Consumers connect with, or relate to the personality of brands and how they represent needs and desires. And of course, through relating, that brings us closer to that company and their products.

Archetypes are a powerful marketing and advertising tool and cover a broad range of iconic characters, everything from the Good Guy (Hero) to the Bad Guy (Rebel). So take time to learn about each one and how they may apply to your business brand and use these archetypes as a basis for your online marketing and even when writing product descriptions and content for your website.

I will spread the types of archetypes out with descriptions and examples over the course of several blog posts.

In the meantime, here is a list of the archetypes that we will be covering.. I’m sure that you can already attach certain archetypes to well known brands already!

1. The Innocent                              7. The Ruler
2. The Regular Guy/Gal                   8. The Magician
3. The Hero                                    9. The Lover
4. The Outlaw                                10. The Caregiver
5. The Explorer                              11. The Jester
6. The Creator                                12. The Sage

Click for the next!

Yahoo! Small Business is now Aabaco Small Business

November 18th, 2015

Aabaco_yahoo_424x204On Monday, Yahoo! Small Business officially changed their name to Aabaco Small Business to better align themselves with their soon-to-be parent company; Aabaco Holdings.

Don’t worry! All the great services that Yahoo! Small Business provided will still be there, but just with a name change.

What does that mean for you? Nothing, other than trying to remember what their new name is. 🙂

It is not uncommon for major companies to change their overall business name. It’s happened many times in the past. Google used to be called BackRub. Sound of Music is what Best Buy used to be named. Brad’s Drink changed their name to Pepsi-Cola and Blue Ribbon Sports is now called Nike.

We have recommended Yahoo! Small Business for a very long time, and we trust them, so should you! “What’s in a name? that which we call a rose by any other name would smell as sweet.” -William Shakespeare

SEM and SEO Basics

June 24th, 2015

Realistic vector magnifying glassWhen you launch your website, it doesn’t naturally sit at the top of the search engines. It takes time, creativity, due diligence & sometimes cash.


Let’s start with SEM.
SEM = Search Engine Marketing
Search Engine Marketing is the process of purchasing ads to get your site to the top of the search engines. Ads always display first, so this is the quickest way to get your site noticed, but it can get VERY expensive! So instead of going straight to Google, which is the most popular search engine and the highest cost, start with smaller lower cost search engines. But do your research & check what the costs are for each one.

With ads you pay per click. So you need to stay on top of your ads and monitor them closely, because they can be quite the cash drainer. So think about how much you can afford to pay each month, and setup your ads to only pay that amount each month. Many ad services allow you to pay up to so much, and then once you reach that amount, the ad will automatically stop until funds are available for the next month.

Google Ads – Google ads and adsense. These are two separate things. But for what we are talking about here, Ads is what you want. Google is used by over a billion people every month!
Bing Ads – Bing and Yahoo are combined, so you get more bang for your buck. Bing & Yahoo are used by over 300,000,000 each a month, so that is around 600 million users per month!
AOL Ads – AOL is used by over 120 million people a month.

There’s more to check out, so do a search for most popular search engines and check out if they have available advertising space. Some search engines use Google’s ads or Bing’s ads, so you get even more coverage across those search engines if you advertise with one of those.

If paying for top spots doesn’t seem like something you are willing to watch over, maintain and work on, plus you don’t have the extra funds for it, then SEO would be the next option for you. I personally recommend both, or pay for ads and work on your SEO and then cancel your ads!

SEO = Search Engine Optimization, this is the process of optimizing your site with the right keywords so your site is relevant for what someone searched for.

Basic SEO is choosing popular keywords & phrases that describe what you are offering and placing them on your site in your content to engage readers. Always be careful with how you do this, because if you are spamming keywords, the search engines don’t like that and will penalize you for it! You can list out keywords in your meta tags, but don’t list keywords on your site in a big paragraph, they must be embedded in your content. So make a list of keywords and stick to those keywords in your meta tags and your content.

Meta Tags: Google’s Keyword Planner is perfect for finding a multitude of keywords, and the number of searches for those keywords. For example, do you sell soy candles? Then your keywords would be things like.. soy candles, scented soy candles, vanilla soy candles, home fragrances,  soy wax candles, pillar soy candles and etc. Look at keywords that have more than 1000 searches per month, and use those keywords in your meta tags.

Site Content: In your site content, you don’t want to have big paragraphs of keywords. So in your product descriptions, just make sure that those keywords are repeated in your content.

For example, if the product is a soy vanilla scented pillar candle, my description would be;
Ahh, the lovely scent of vanilla! Enjoy these scented soy candles in every room of your home for a refreshing & calming home fragrance. Our scented soy wax candles come in a variety of sizes; Pillar Soy Candles, Taper Soy Candles and Votive Soy Candles.

That’s just a basic example, if it were my site, I would probably have more to say about it! But this gives you a good idea. So you can see that I used 6 keywords, just in that very small 2 sentence paragraph! So writing your own product descriptions to match your site keywords and of course to add your own personality, is very important!

Have some SEM & SEO tips for our readers? Comment below!

Cost Effective Marketing Ideas -Part 3

May 28th, 2015

NewspaperOften overlooked is local advertising. Yes, you are selling online, and you are trying to get online customers, but consider this.. how many of your friends and family like the types of products that you are offering for sale? If you have a large amount that do, then chances are that many people in your area would to!

So crunch some numbers! How many people live your city or town? How many people live in the surrounding areas? That’s a wealth of people to help support your online business.

Many forms of local advertising are very cost effective. From requesting shop owners selling complimentary products to display flyers for your business to radio advertising, there are some great ways to get your URL out there. 🙂

Print Advertising: In your area or town, they probably have some tighter circulation newspapers. These smaller newspapers are a great low cost entry into print ads. Check around for shoppers guides or coupon books that you could get into, as well as small town local newspapers.

Local Radio or Cable TV Advertising: It never hurts to call and get a quote! You might be surprised on how cost effective this form of marketing could be and is not really utilized by online store owners.

Flyers: Printing and distributing flyers is  a proven way to advertise on a budget. Create flyers that are colorful and eye-catching with clever phrases. Distribute them to local shops, pin them on community boards or pass them out at fairs and other community events.

A definite way to get people to at least look at your online store is to provide a discount for their first visit. So make sure to include that in your advertising!

Do you have any clever local marketing ideas to share? Please post it below!

Cost Effective Marketing Ideas -Part 2

May 19th, 2015

email-iconEmail marketing has to be the most cost effective form of marketing there is! If you can get a list built up, you have a fantastic group of people to market to often and at a low cost.

So you should create a newsletter that people that visit your site can sign up for, or for people that order from you.

There are also “list selling” services that will email on your behalf to a list of clients that you can choose how many, demographics and interests. So determining who your main client would be; male or female, age range, location and other demographic information is useful so you are marketing to the best list possible. List selling services or marketing services like this cost per email. So shop around to find the best one for you.

If you decide to use a service like that, definitely setup a newsletter or something that people can sign up for as your destination link in your mass email. Get those people on YOUR own direct mailing list to help build your marketing list up, so you don’t have to keep spending more and more money on a service, when you can market to them yourself.

Direct marketing campaigns, like articles and press releases, should be informative, and not overly pushing your business. Give useful content, and they will read your email, and look forward to your next one. Marketing emails that give discounts and notifications of a sale are also good to send out.

Always consider spam words when writing your content. If your email is riddled with spam trigger words, for some examples; As Seen On, Buy, Clearance, Order, shopper and many others (do an online search for spam trigger words to see more) , your email will immediately get dumped into spam or junk mail and never read.

So be careful with your content, and that includes the subject line!

Cost Effective Marketing Ideas -Part 1

May 14th, 2015

typewriterWhen you are a small business, you may have trouble thinking about ways that you can effectively promote your business on a limited budget. After all, you don’t have the marketing budget like large scale corporations, so you can most definitely rule out a Super Bowl TV ad!

However, every small business can engage in successful cost effective marketing opportunities.

So for part one, let’s explore PR Basics…

PR = Public Relations

Public Relations helps consumers understand your company & products and creates an image of your company to the outside world. This is a very popular marketing tool for small businesses, because it’s generally a lot cheaper than other marketing opportunities.

Typical PR includes:

Press Releases: These are news stories that you write (or hire someone to write for you), that you send to industry publications, local newspapers and other media outlets to publish on your behalf. It’s essentially free marketing or VERY LOW cost marketing. Many small businesses utilize sites like to help distribute their Press Releases. Always remember, that Press Releases need to be 1. Educational and 2. Do not blatantly advertise your business. They need to be news-worthy!

Event Sponsorships: Participating in, or sponsoring a charity event in your area will help you gain exposure to a large audience. This will also help provide image-boosting by helping your community or a cause. You can also help sponsor industry related events for your niche area and depending on the level of your sponsorship, will determine the level of advertisement your company gets. Do you have kid’s that are in school? School fundraisers and events are always reaching out to local businesses to help sponsor their events, so this is a great opportunity to get your URL out there in the public eye.

Articles: Article writing and distribution is like Press Releases in a way. They need to be informative and educational in manner with a side mention of your business. Again, many article sites that pick up articles for distribution, aren’t looking for blatant advertisements. They want educational material for their readers. So for example, do you have an online store that sells scented soy candles? Write an article about the differences between wax candles and soy candles and mention your company URL. You could also write about how scented candles can effect your mood, or overall home atmosphere. Do you have a site that sells Bird Houses? Write articles about how different shaped bird houses effect the type of bird that will use that bird house.. or write articles on how to attract different birds to your bird house and the list can go on…

Do you have some other PR tips for our readers? Post them below!

When & what do I pay myself for my online business?

May 5th, 2015

Linking Depositing MoneyWhen you are first starting an online business, it may not be enough to start paying yourself a salary. When your are a start-up, you have to keep costs in mind, that your business needs to pay for first so you aren’t constantly digging a hole & keeping your business in debt. Other services that help boost your ecommerce business, are helpful down the line as well that have costs associated with it. So, when you first start-up, you may be saving up for these services instead of paying yourself.

It is important to keep overhead expenses down in the early stages of your business and ask yourself, how much compensation can your business really afford? You may have to make sacrifices and you don’t want to pay out of pocket. So your business needs to be self-sustainable before you can even begin to consider paying yourself.

What do I pay myself if my business is self-sustaining?
If your business is making enough money to pay for the services to make it run, and you have considered the costs of services that you would like in the future, then you have some choices for compensation.

Pay yourself when you can…
Be reasonable and flexible and only take a small percentage of what your company can afford.  Otherwise you may put your company in an unrealistic or unsustainable situation.

Pay yourself the industry standard…
Your company is operating in the real world, so you should only pay salaries that are realistic. That means at or near industry standards. You can talk to other start up CEO’s and get a gauge to what they pay themselves or what they paid themselves when they first started their online business. You can also check sites like for compensation information for your industry, location and job description.

Postpone Payment…
Once you have decided what fair compensation is, you can postpone payment on your books, so when your company starts reaching a good financial level, you can start the payback. This is important for accounting. It gives you fair credit for the time you have spent, but it does postpone money that you can spend on your own needs.

Pay yourself more later…
This is a sensible, reasonable, common-sense solution. It shows smart management & dedication to your company for the long run. I have met many a new start up CEO’s, and they would pay themselves one dollar a month as their salary during the initial start up phase. So it shows that they were taking a salary for the books, but would put the remainder as a “loan” or payback for accounting.

Deciding what to pay yourself also sets the standard for your company. If you decide in the future to take on investors or hire employees, what you pay yourself will reflect how you run your business, and effect your employees salaries as well. Especially for employees that are there with you at the start, and continue to help or completely run your business for you after a time. Compensating fairly, shows good business sense. So keep your hand out of the cookie jar, and count calories instead!

What does Drew Barrymore and WBI have in common?

April 6th, 2015

homebusinessmag32015Home Business Magazine’s March 2015 issue! That’s right! was featured in the Home Business Magazine’s March 2015 issue along with Drew Barrymore! The lovely Drew Barrymore has an article talking about motherhood, business, marriage and gives life advice, and we were featured as one of the Top 50 Home Business Opportunities!

Home Business Magazine is published every other month and is loaded with content to help you start-up and succeed in a home-based business.

We have subscribed to them for years, and we were honored to be chosen as one of the Top 50 business opportunities!

Check out Home Business Magazine today! You can read the online version of this issue on their website now or click to subscribe to get  print versions.

Find out why we are considered a top business opportunity by visiting our main site now!