Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging

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Join me as I dive into the trenches with wordsmith Eden Bidani. Forget the buzzword baloney. Today, we're getting our hands dirty with the raw, pulsating heart of what your B2B customers truly hunger for.

Eden's an ace at unearthing deep-seated desires through brand archetypes and spinning them into a messaging web that catches customers rather than scaring them off.

Topics Covered:
  • (00:00) - Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging
  • (01:57) - Can good copy fix any conversion issues?
  • (04:47) - The subtle difference between conversion copywriting and direct response.
  • (09:09) - Step 1: Get in the buyer's mindset
  • (16:30) - The 12 brand archetypes
  • (17:33) - Louis' pet peeve about Apple as marketing case study
  • (19:02) - Step 2: Which brand archetype to choose
  • (22:18) - Pay attention to what's NOT being said
  • (26:10) - Step 3: Get inspired by celebrities or brands
  • (29:14) - What's a strategic narrative? Definition and examples.
  • (36:13) - Resources mentioned by Eden

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Creators and Guests

Louis Grenier
Host
Louis Grenier
The French guy behind Everyone Hates Marketers
Eden Bidani
Guest
Eden Bidani
Conversion copywriter & messaging strategist for SaaS and tech companies
Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging
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