Why isn’t my marketing working?
That’s a question we often hear when people first call Haley Marketing.
They tell us about the killer campaign they created. The amazing automation sequence. And even the absolutely irresistible offer they included.
And then nothing.
No form completions. No calls. Nada.
Here’s the hard truth: Even the most clever marketing will fall flat…when you talk about what you care about instead of what they care about.
It’s not that your services aren’t valuable. They are.
It’s not that your copy isn’t well written. Or that your landing page doesn’t look great.
But if your message doesn’t resonate with the identity and goals of your audience, it will fall flat.
Want response-worthy marketing? Speak the buyer’s language!
This is not just about using the right jargon (although that is important). It’s about understanding their worldview. Really becoming integrated into their story. The messy middle of employer outreach
Let’s take John, a sales manager at a staffing firm.
John’s trying to land a mid-sized manufacturer. He hits them with logic: low time-to-fill, deep talent pipelines, cost savings vs. internal hiring.
Crickets.
Turns out, the VP of Ops he’s pitching is swamped. Overworked. Under pressure to hit deadlines. When she hears John’s pitch, all she hears is “more work for me.”
John’s marketing didn’t fail because it lacked data. It failed because it didn’t match her mindset.
Her archetype. What is an archetype?
Carl Jung’s theory of archetypes is simple but powerful: Humans instinctively relate to certain symbolic character types. They represent how we see the world—and ourselves.
When you understand the archetype your audience aligns with, you can tailor messaging that aligns with their story. Instead of pitching your services, you position yourself as a supporting character in their narrative.
When done well? They don’t just listen. They lean in.
This is how you tell stories. This is the key to successful marketing. Meet the 12 Jungian archetypes
Here’s a snapshot of the archetypes you might encounter in marketing to staffing buyers:
- The Hero – Wants to prove worth through achievement.
How to appeal to them: Use bold, results-driven messaging.
- The Caregiver – Prioritizes people, harmony, and support.
How to appeal to them: Show how you protect and empower their team.
- The Creator – Values innovation and originality.
How to appeal to them: Talk big ideas, custom solutions, out-of-the-box strategies.
- The Ruler – Seeks control and order.
How to appeal to them: Emphasize stability, proven process, and reduced chaos.
- The Sage – Seeks knowledge and truth.
How to appeal to them: Use insight-driven content, data, and thought leadership.
- The Explorer – Craves freedom and discovery.
How to appeal to them: Highlight flexibility, autonomy, and growth potential.
- The Rebel – Wants to disrupt the status quo.
How to appeal to them: Use edgy positioning, challenge conventions.
- The Magician – Desires transformation.
How to appeal to them: Show how you create breakthroughs and real change.
- The Lover – Values connection and passion.
How to appeal to them: Lead with emotion, brand affinity, and cultural fit.
- The Jester – Seeks fun and spontaneity.
How to appeal to them: Use humor, energy, and engaging experiences.
- The Everyman – Wants belonging and relatability.
How to appeal to them: Emphasize accessibility, reliability, and down-to-earth messaging.
- The Innocent – Craves simplicity and safety.
How to appeal to them: Focus on ease, clarity, and peace of mind.
Align your offer with the buyer’s archetype
Here’s how to use this practically:
- Listen for language cues. Is your idea client obsessed with metrics (Hero)? Do they ask about team morale (Caregiver)? Do they talk about disruption (Rebel)?
- Mirror their worldview. If they see themselves as a Ruler, don’t come in pitching chaos and big change. Sell control.
- Shape your offer accordingly. The same service (say, onsite staffing) can be framed as team support (Caregiver), operational efficiency (Ruler), or transformation (Magician).
The key is alignment. Messaging that matches identity = higher response and more meaningful engagement.
Wrap-up: Your new marketing lens
Stop pitching staffing (and recruiting) services. Start marketing stories.
Understand your audience’s archetype and you’ll:
- Create relevance
- Build trust faster
- Sell smarter
So the next time you write an email or prep a pitch deck, pause and ask: Who is this person trying to be?
Then show them how your company helps them become the hero in their story.
Need help discovering the right message for your audience?
Please reach out. We’re always happy to help! |
