How to Create an Epic Brand and Website for Coaches

Transcription

1 How to Create an Epic Brand and Website for Coaches Kat Tepelyan CORE QUESTIONS: 1. Who are you? 2. Who are they? 3. What do they want? 4. What are you REALISTICALLY capable of and WILLING to provide?

2 THE ESSENCES (also known as Archetypes) 1. The Yearning for Paradise Innocent Explorer Sage CORE DESIRE Experience of Paradise Freedom to find out who you are through exploration The desire for truth GOAL To be happy To experience a better, more authentic, more fulfilling life To use intelligence and analysis to understand the world FEAR Doing something wrong Getting trapped, conforming, inner emptiness Being duped, misled; ignorance STRATEGY Do things right Journey, seek out and experience new things, escape from entrapment and boredom GIFT Faith and optimism Autonomy, ambition, ability to be true to one s own soul Seek out information and knowledge; become selfreflective and understand thinking processes Wisdom, intelligence Getting hurt, heartbroken by the big bad world out there Aimless wandering, becoming a misfit Studying endlessly; not acting Disney, Forest Gump, Coca Cola REI, Levi s, Starbucks Ivy league institutions, Einstein, Discovery Channel

3 2. Making an Impact on the World Hero Outlaw Magician CORE DESIRE Desire to prove one s worth through courageous and difficult action Revenge or revolution Knowledge of the fundamental laws of how the world or universe works GOAL Exert mastery in a way that improves the world To destroy what is not working (for oneself or society) Make dreams come true FEAR Weakness, vulnerability, wimping out Being powerless, trivialized, inconsequential Unanticipated negative consequences STRATEGY Become as strong, competent, and powerful as you are capable of being Disrupt, destroy or shock Develop vision and live it GIFT Competence and courage Outrageousness, radical freedom Finding win-win outcomes Arrogance, developing a need for there always to be an enemy To go over to the dark side, criminality Becoming manipulative Superman, US Army, Nike Rolling Stone Magazine, Madonna, Harley Davidson Mastercard, New Age paths / teachers, Martin Luther King Jr.

4 3. No One is an Island Regular Guy / Gal Lover Jester CORE DESIRE Connecting with others Attain intimacy and experience sensual pleasure To live in the moment with full enjoyment GOAL To belong, fit in Being in a relationship with other people, the work, the experiences, the surroundings they love To have a great time and lighten up the world FEAR Standing out, seeming to put on airs, and being exiled or rejected as a result Being alone, a wallflower, unwanted, unloved Boredom or being boring STRATEGY Develop ordinary solid virtues, the common touch, blend in Become more an more attractivephysically, emotionally, and in every other way Play, make jokes, be funny GIFT Realism, empathy, lack of pretense Passion, gratitude, appreciation, commitment Joy Give up self in order to blend in, in exchange for acceptance on a superficial level Doing anything and everything to attract and please others, losing identity Frittering away one s life Wendy s Saturn Automobiles GAP Victoria s Secret Bill Clinton Chanel Most Comedians Geiko Ben & Jerry s

5 4. Providing Structure to the World Caregiver Creator Ruler CORE DESIRE Protect people from harm Create something of enduring value Control GOAL To help others Give form to a vision Create a prosperous, successful family, company or community FEAR Selfishness, ingratitude Having mediocre vision or execution Chaos, being overthrown STRATEGY Do things for others Develop artistic control and skill Exert leadership GIFT Compassion, generosity Creativity and imagination Responsibility, leadership Martyrdom of self, entrapment of others Perfectionism, miscreation Being bossy, authoritarian Campbell s soup YMCA Hospitals Leonardo da Vinci Crayola Sesame Street US Government Microsoft Hilary Clinton