I had the tactical skills. I could put together a website, set up an email list, and post on social. I studied copywriting formulas and spent hours curating design inspiration.
The few clients I did have were amazing - they wrote rave reviews of my work and were a joy to work with. I *adore* those first few clients for taking a chance on me.
I was doing *all the things* EXCEPT… making any money. And honestly, the part that was most frustrating was that I KNEW I could help so many more entrepreneurs, but people just weren’t resonating with my messages.
Then one day, following the endless “rabbit hole” of internet links, I stumbled on a circa-1998 style website that listed the 12 archetypes. It felt like coming home...on the most basic, no design, text heavy website I’ve ever visited. It was the most significant epiphany I’ve had in my career.
Suddenly, it all made sense. I could easily identify the primary archetype of EVERY successful entrepreneur I was modeling. Lover. Hero. Royal. I realized that each of them was embodying only one or two of the types, and never more than that. It was their clarity of message and certainty that attracted me (and hundreds of thousands of others) to their brands.