Marketing by Teaching What You Know

Image by Lexscope on Unsplash.

If you’ve been a member of my community, you know that small businesses have to brand differently from the big guys — especially if the brand is YOU.

Almost every successful small business follows one of these archetypes, although of course most of them have never heard of them. Most coaches and consultants use one of these 3 archetypes: Role Model, Educator and Innovator.

The Role Model has the message, “If I can do it, you can too.” The Educator has the message, “I have special knowledge to share. If you apply my knowledge, you will be successful.” The Innovator has one solution to a serious problem that you can only get from him or her.

This free ebook discusses the 5 archetypes. I explainthe concept much more detail in my next Amazon book: Your Mess Is Not Your Message.

So far I’ve talked to three very successful business owners who are business coaches and also Role Models.

In today’s podcast episode, I’ve had the honor of talking with an Educator archetype. Robert Middleton has recently shifted direction, but for many years he was a go-to consultant for small businesses.

Robert is a true Educator. He doesn’t share stories about his personal life. In fact, most of us didn’t know he had a personal life! His stories are about successful small…