Pearl Consulting NYC

Have you ever hired a team of marketing professionals to support your business, but it became your full-time job to get them to play nicely with each other? In this audio clip, Charlie Birch, Creative Director of Humaniz Collective, and Lynsie Slachetka, founder of aJuxt Media Group and SEO expert, talk about the challenges small business owners face creating a unified marketing strategy, and when SEO fits in. As Charlie stated, “When you have a small business owner who’s hiring an SEO person, a brand voice person, a graphic designer and a social media manager, all those providers think their project is the project. But really, the business is the project.” ?? Listen to the rest of the audio clip here and let us know - what collaboration challenges have you faced when hiring a marketing team to move your business forward?

The Magician, also known as the Healer, Visionary or Shaman, desires to transform dreams into reality. You believe that you can leverage the laws of the universe to help people turn their problems into solutions, you project charisma, and you're a natural storyteller. Some well known Magician archetypes include Tony Robbins, who is known for his magnetic energy and for his tagline “Unleash The Power Within” - and of course Disney, “Where Dreams Come True.” But sometimes, Magicians can be a bit vague in their promises. And if you’re a coach or consultant, you may want to consider pairing the Magician with a more grounding archetype, be clear about the steps your clients will need to take in order to achieve the transformation you're promising, and have stellar visuals. ?? Go deeper and read our blog all about the Magician archetype here: https://lnkd.in/eaRyjXfs #brandarchetypes #themagician #brandvoice?

The Creator, also known as the Maker, Artist or Visionary, desires to innovate.? You believe that if it can be imagined, it can be built. Much like Apple - one of the most well-known creator brands known for technology innovation and their iconic tagline “Think Different" - you project expressiveness and individuality, always wanting to find a new and original way to do something. Because both archetypes are often charismatic and inspirational, it can be easy to confuse the Creator with the Magician. This is especially an issue for our clients who share traits of both, who often wonder - which should they prioritize when marketing their business? But in spite of their superficial similarities, the two archetypes represent two very different approaches to helping clients. In our latest brand archetype conversation, Charlie Birch and I discussed how we helped one particular consulting client to figure out this dilemma for herself so she could be clearer in her messaging. ?? Check out our conversation on the Creator archetype - and follow Humaniz Collective, where you’ll find more deep dives into how you can use brand archetypes in your business. #brandarchetypes #thecreator #brandvoice

Can SEO and branding co-exist? The conflicts we've had on client projects with their SEO specialists about the best ways to integrate their SEO keywords with our painstakingly created brand voice have made us doubt it. In order to dive more deeply into this topic, I invited Charlie Birch, Creative Director of Humaniz Collective, and Lynsie Slachetka, founder of aJuxt Media Group and SEO expert, to demystify the subject and help combat the SEO misinformation that’s so prevalent. Lynsie’s seen a lot of change in the world of SEO - because she’s spent over 10 years helping businesses to create precise, targeted, data-driven media campaigns that connect with prospects and customers. Our conversation covered so much ground that we’ll be sharing bits and pieces of it over the next few weeks. Take a look as Lynsie debunks some common SEO myths. And, let us know in the comments - what questions do you have about current SEO practices? #aJuxtMediaGroup #JuxtADay #branding #brandvoice #brandidentity #seo #humaniz #pearlconsultingnyc

The Hero, also known as the Superhero, Champion, or Warrior, desires to triumph over adversity.? You believe in hard work, sacrificing your needs for the greater good, and protecting the defenseless. You never quit, projecting fearlessness, discipline, and strength even under the most difficult circumstances. It’s one of the most popular archetypes, and Nike’s Just Do It is one of the most well-known Hero taglines out there. But be careful of the shadow side of the Hero, which includes arrogance and refusing to ask for help when it's needed. Before you fly off to save everyone else, make sure to put on your own cape first! If you are a service-based business who identifies with this archetype, you may want to build some self-care and boundaries into your customer interactions. In our latest brand archetype conversation, Charlie Birch and I discussed how we’ve used the grit and discipline of the Hero in the copy and visuals for our service-based clients including a health coach and an educational consultant who serves struggling schools. And, we talked about the mental health challenges that Heroes can face, even if you're an Olympic athlete like Simone Biles. ?? Check out our conversation on the Hero archetype - and follow Humaniz Collective, where you’ll find more deep dives into how you can use brand archetypes in your business. https://lnkd.in/eKS_trCe #brandarchetypes #thehero #brandvoice?

The Rebel, also known as The Maverick or The Outlaw, wants to start a revolution. You believe there’s a better way and are confident you know exactly what it is. You project fearlessness and outrage, and aren’t afraid to speak out and question the status quo. But being a Rebel can be lonely. This archetype tends to provoke polarizing responses. People tend to either love or hate your emotionally charged, direct persona. In our latest brand archetype conversation, Charlie Birch and I touched upon the challenges of using the electric energy of the Rebel in copy and visuals - including some times when the client decided NOT to go all-in. We’ve found that a little bit of this archetype goes a long way. But if your audience hungers for permission to rebel - there’s tremendous potential to create an army of loyal followers. ?? Check out our conversation on the Rebel archetype - and follow Humaniz Collective, where you’ll find more deep dives into how you can use brand archetypes in your business. https://lnkd.in/eKS_trCe #brandarchetypes #therebel #brandvoice?

We’ve been strongly encouraged to go all-in on AI. But we’re not convinced that it’s a reliable foundation for a copywriting business - or what our clients need from us. AI seems to be taking over the world and some people are saying, bring it on. There are content writers with courses to sell telling writers with decades of experience to “evolve or die” if we don’t fully embrace AI-driven copywriting. But we have our doubts, which is why our co-founder Charles Herold, Writer, Content Creator has written a post for Jeremy Goldman's Substack titled “Going All-In on AI.” He pulls lessons from the past - remember when NFTs were the Next Big Thing? He also looks at the present, where AI is still better at plagiarism than at actually writing quality content (although it is admittedly useful for automating some tasks). There are many possible futures for AI, and some are worrisome. Will the bubble burst? Will AI eventually succeed to the point where its owners will be able to “enshitify” it (ala Cory Doctorow) as they squeeze every penny from us? We’re not telling you to avoid using AI entirely. But we would hate to find ourselves buried in the rubble of the Next Big Thing. Wouldn’t you? Read the full text of the article here to find out more of what Charles - who spent over two decades covering video games and technology for the New York Times, AboutCom, Time Digital, and USA Weekend - has to say about it: https://lnkd.in/ePiWGkM6

If you're an Explorer archetype - but you’re more of an entrepreneur than a big outdoor brand like Patagonia - how can you get your clients to buy into into the sense of adventure you’re offering them? The Explorer, also known as the Adventurer, Pioneer, or Seeker, desires freedom. You believe that you only live once, so make it count. You project daring and independence, refusing to be confined or restricted. But being an Explorer isn’t reserved for big-name outdoor brands with a product to sell. In fact, some prospective clients are looking for a confident guide who will lead them on an adventure. And providing a creative, guided user experience on your website can help them feel what it will be like to work with you. In our latest brand archetype conversation, Charlie Birch and I discussed how we intentionally chose the Explorer archetype for a shared client - a law firm content strategist who is also an avid rock climber - to create a website experience that surprises users and ensures they will read how she solves their problem right away while discouraging mindless scrolling down the page. ?? Check out our conversation on the Explorer archetype - and follow Humaniz Collective, where you’ll find more deep dives into how you can use brand archetypes in your business. https://lnkd.in/eKS_trCe

The motto of the Innocent is "don't worry, be happy." And people tend to either love your optimism - or hate it for its naivete. The Innocent, also known as the Child or the Eternal Optimist, seeks a safe place to exist in the world. You believe that the simplest things in life are best. Your superpowers are your sense of childlike wonder, optimism, and purity. But being an Innocent doesn’t have to mean that you won’t be taken seriously because you’re perceived as naive. In fact, your optimism can be a breath of fresh air to jaded souls who just need permission to experience your sense of childlike wonder for themselves. In our latest brand archetype conversation, Charlie Birch of Humaniz Collective and I talked about how rare the Innocent archetype has been among our clients in the Metro New York area. However, for certain types of businesses, there’s a real opportunity to create transporting, nostalgic experiences that make their clients long to return to simpler times.?And, some of the most famous brands, including McDonald's and Coca-Cola, have harnessed the power of optimism to engage their audience. Between the two of us, we’ve worked with a doggie daycare, an authentic Mexican restaurant known for its fresh ingredients, and a real estate agent who specializes in beach bums - all of whom offer unforgettable feel-good experiences to their clients. ?? Check out our conversation on the Innocent archetype and follow Humaniz Collective, where we dive deeply into brand archetypes and how you can use them in your business. https://lnkd.in/eKS_trCe #brandarchetypes #theinnocent #brandvoice?

The Sage, also known as the Teacher, Thinker, or Expert, desires wisdom. You believe that everything is a learning experience. Your superpowers are projecting intelligence, authority and expertise. But being a Sage doesn’t mean that you have to share everything you know all at once. Beware those walls of text and industry jargon that may prevent people from understanding how you can help them. In our latest brand archetype conversation, Charlie Birch and I talked about how Sage brands can maintain their intellectual integrity - connecting with others while still sounding and looking smart. ?? Check out our conversation on the Sage archetype and follow Humaniz Collective, where we dive deeply into brand archetypes and how you can use them in your business. And PS, if you feel personally attacked by this post - please know that Sage is one of Pearl Consulting NYC’s primary archetypes, and we’ve had to deal with this issue ourselves. We’ve had seven other Sages as clients - so don’t worry, we’ve got you. https://lnkd.in/eKS_trCe #brandarchetypes #thesage #brandvoice?