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Own Your Impact equips experts and leaders to transform their expertise into meaningful influence. Host Macy Robison reveals how successful thought leaders use deliberate systems—not luck or volume—to amplify their authentic voice and create lasting impact. Through practical frameworks and strategic guidance, you'll discover how to build a self-reinforcing ecosystem of Core Resonance, structured Content, a Central Platform, strategic Connections, and intentional Commercialization. Whether you're just starting to share your expertise or scaling an existing platform, this podcast delivers the roadmap to turn your ideas into purpose-driven influence that resonates far beyond what you might imagine possible.
EPISODE 43: Your Natural Advantage: How Each Archetype Sells, Markets, and Creates Differently
[00:00:00] Over the past couple of weeks, we've been exploring why smart people stay stuck building their businesses and how copy paste strategies backfire when you're following advice designed for a different archetype than yours.
[00:00:11] Today, I wanna get really practical with you because understanding your archetype from a thought leadership standpoint is not just an interesting personality insight. It can completely transform how you approach three of the most critical activities in your business, sales, marketing, and content creation.
[00:00:29] The way you're being taught to do these things might be perfectly effective for someone else's archetype, but completely wrong for yours. Let me start with the pattern. I see really, really often you might hear from another thought leader, another influencer, another coach in this space, something like this.
[00:00:46] If you wanna grow a business, you need to post on LinkedIn three times a week. Build an email list, , create a lead magnet, get on sales calls where you follow this seven step framework, and so you do it. You force yourself to write the posts. You build the lead magnet, you get on the calls and it just feels [00:01:00] off.
[00:01:01] Maybe you're getting some results, but it's exhausting. You feel like you're performing instead of connecting, you're saying the right things, but they don't feel like your things. Here's what I think is happening. You're following a sales, marketing and content strategy that was designed by someone with a completely different archetype than yours.
[00:01:19] It worked for them, and so it feels like it should be the best way possible forward. And because you're smart and you're competent, you can execute it well enough to get some results, but it might feel like you're working 10 times harder than you need to because you're swimming upstream. You're working against your natural wiring.
[00:01:35] Everyone teaches sales, marketing, and content creation as if there's one right formula one. Way this tactic works right now, but what if the way you naturally build trust or create value or invite people to work with you is completely different based on your archetype? That's what we're going to explore today because when you understand how your archetype approaches these three critical activities, everything in your business becomes easier, it becomes more authentic, [00:02:00] and frankly, it's just more effective.
[00:02:02] Let's start with sales, because this is where I see most people really contort themselves the most. They're taught to follow specific scripts, specific frameworks, specific formulas. That might work really beautifully for one person with a specific archetype. And when that person teaches it, it just might feel completely inauthentic to you.
[00:02:21] Let's go through some of the most common. Space is where I see this. So for resonant orators, sales happens through speaking and presence, and you might be the type of person that could take a script from someone else and make it sound completely natural and conversational, because your voice is your superpower.
[00:02:39] You can deliver structured talking points, and you can do that while maintaining authentic connection because your vocal presence makes even rehearsed pre-written content feel completely spontaneous. I think one of the biggest mistakes that Resident Orrs make is either avoiding structure entirely because you think you have to wing it, or relying too heavily on [00:03:00] improv when you would actually benefit from mastering your material or having a script in front of you.
[00:03:04] You don't always feel like an improviser. You're a performer. You're a speaker. Your job is to master your core message so thoroughly that you can deliver it with nuance, with presence, with polish, while still reading the room so that you can connect authentically. When you combine that natural speaking ability with a well-crafted script, you become magnetic.
[00:03:25] Now if you take that same idea of you have to have a script or a talk track, or , a specific way of walking through a sales call and try to put that in the hands of, say, a transformational guide, it might not work as well because for transformational guides, sales happens through the demonstration of transformation.
[00:03:48] When you can walk someone even through a small transformation in the sales conversation or in some sort of experience, that is part of the sales process. When they leave working [00:04:00] with you, talking to you, feeling differently than when they arrived, that's when they buy.
[00:04:05] The mistake that transformational guides make is thinking they need to pitch their services instead of just creating a micro transformation that proves you have the ability to help your clients transform. 'cause that's what people are actually buying anyway. For a strategic advisor, sales happens most naturally when you have the opportunity to diagnose problems other people can't see.
[00:04:27] Instead of getting on a call with a script and selling your services, you are best served if you get on and just ask what problem they're experiencing right now and give them a mini diagnosis in real time because you can reveal insights that make the prospect say. Oh, I never thought of it that way before.
[00:04:43] That's probably happened to you on a call. And when you can demonstrate your unique analytical lens in that conversation, when you help them understand their situation differently, they immediately understand your value. I think one of the mistakes that strategic advisors make is trying to be salesy instead of just being [00:05:00] strategic in the middle of that conversation.
[00:05:02] Now, for Wisdom Writers, sales happens through clarity through articulation. You sell by helping people see themselves in your words, whether that's through a carefully crafted email sequence, a thoughtfully written proposal, or even how you frame an in-person conversation by writing it out before you ever get on a call.
[00:05:23] Your ability to articulate complexity clearly is what builds trust, and trust is what leads to sales. The mistake that I see wisdom writers make is thinking they have to perform verbally like a resonant orator does. When your power is in written precision. For experienced facilitators, it's very similar to transformational guides.
[00:05:41] Your sale happens most naturally through creating a small experience. You don't just describe what working together will be like. You can either give them a small version of it or share a result that happened as a result of that transformation. You could work through a, lower ticket workshop, a [00:06:00] lower paid workshop, a a strategy session, a free strategy session, even how you facilitate the sales conversation itself.
[00:06:06] When people experience that transformation with you, they want more. The experience. Facilitator's mistake is usually staying high level and trying to describe the work instead of showing the work, dropping into the actual work For principal practitioners, sales happens through demonstrating your lived wisdom.
[00:06:25] You don't sell theory, you sell validated truth that you have personally tested. So when you share what you've learned through your own practice and application, when prospects can see that you walk your talk, they trust you, and they want the results that you've created for yourself. I think one of the mistakes the principal practitioners make is trying to sell before they fully embodied what they teach.
[00:06:45] So your credibility comes from authentic application and your sales process should showcase your genius, your genuine journey, and your results. So these are very different, right? If you're a transformational guide trying to use a resonant orator approach, [00:07:00] it's not gonna feel exactly right if you're an experienced facilitator and you're trying to follow a sales script, that would be really great for a resident orator. It's just not gonna land the same. The key is understanding your natural sales approach through your archetype and leaning into it instead of fighting it.
[00:07:16] Let's talk about content creation next, because this is where understanding your archetype becomes absolutely critical in my mind. Before we can really think about building an audience, I think it's important to understand how your brain works in this area, how you actually think, because most content advice assumes everyone is doing things the same way, but the truth is, different archetypes have completely different content creation processes, and when you try to force someone else's process, it just doesn't feel right. So if you are a resonant orator, a wisdom writer, a visual thought architect, you are what I call an expression led archetype or frequency.
[00:07:52] We'll talk about that a little bit more next week. But the thing to remember is you think by expressing your ideas don't exist clearly in your [00:08:00] head until you get them out in the world. Through your natural medium. So resonant orders, your ideas for content emerge through talking. This doesn't mean you can't write a book or create a blog post.
[00:08:10] It does mean you need to speak your ideas first. So use voice notes, record yourself, do podcast interviews, then transcribe and shape those spoken words into whatever final format you need for content, whether that's your actual IP that you're teaching and selling, or whether it's content that you're using to grow an audience.
[00:08:29] The mistake is thinking that to write a book, you need to sit at a computer and type with your fingers to be a writer, you don't. You need to speak first and then transform those words into a written, delivered product. Wisdom writers, your ideas emerged through the writing process.
[00:08:45] You do need the act of putting words on paper to discover what you actually think Your first draft is often your thinking process made visible, the mistake is trying to have it figured out before you sit down and start to write. Just write. Using a book like The [00:09:00] Artist's Way by Julia Cameron might be really helpful for you or picking up journaling.
[00:09:04] Again, the clarity will emerge if you start to type or start to move that pen across the paper. Visual thought architects, you literally need to sketch, diagram, visualize to make sense of complex ideas. Your content should be visual first. The mistake here is trying to write long form text. When your brain wants to organize things in space, draw it first.
[00:09:26] The words can come later, they might not even be needed after the drawing exists. If you're a transformational guide, an experienced facilitator or digital learning architect, you're what I call an experience led archetype or frequency. You think by facilitating change transformation, your content ideas come from working directly with people.
[00:09:46] You need to be in the transformation to understand what to teach about it. I was not able to start this podcast. Until I had walked several people through one-on-one strategic advisory, walking them through this system, [00:10:00] and the more I was able to walk individual people through this, the more I understood about the system itself.
[00:10:06] That's how the archetypes actually came, was from working with people. As a transformational guide. I find it most effective to create content when I am teaching, when I am walking people through something. I also have experienced facilitator pretty high, so watching people.
[00:10:24] The light come on in their eyes or figuring something out that helps me understand what is working, what is not what I need to be talking about. What's gonna be the most magnetic? And so trying to create content in isolation, sitting down and writing a blog post, or trying to develop a framework sitting alone at your desk, wondering what you're gonna say.
[00:10:43] Is going to make it take longer and it might not be as effective as it could be. Get in a room with people, do the coaching, facilitate the group experience, design a learning journey for people, and then walk them through it. Your content should document what's actually working, the patterns you're [00:11:00] seeing, the breakthroughs that keep happening, the interventions that create transformation.
[00:11:04] That's where your content comes from.
[00:11:06] If you are a strategic advisor, a research innovator, a category creator, you are an insight led archetype or frequency. You think by analyzing patterns and solving complex problems, your ideas emerge from seeing patterns across multiple data points, synthesizing research, questioning assumptions everyone else accepts.
[00:11:24] So strategic advisors, you need input from complex client situations to process and synthesize, you need to solve problems in real time research innovators. You need evidence, you need investigation, and then you're able to solve the problem and hopefully create a framework so the path forward is easier to solving that problem.
[00:11:43] Category creators, you need to challenge what other people believe to clarify the contrarian position that you feel inside. The mistake that Insight LED archetypes make is trying to create content without enough input or without a problem to solve. You need rich, complex problems [00:12:00] to analyze. You need research to synthesize.
[00:12:02] You need conventional wisdom to challenge your content, emerges from your analytical work and solving problems, not from forcing yourself to just start writing or just start creating. If you're a principal practitioner, you're what I call embodiment led, and you think by living and applying what you learn.
[00:12:20] Your ideas emerge from personal practice application. You need to test, experiment, validate through your own experience before you feel like you can teach, before you feel like you can create content. So the mistake here is to create content about things you haven't personally lived. Your content should come from genuine practice.
[00:12:39] Apply it to your own life. Document what you discover and share from that grounded place of wisdom. It won't feel right to teach theory. It will feel right to teach validated truth that you've personally tested because your credibility comes from being your own proof of concept. . So now we have sales.
[00:12:56] We've talked about content creation. That applies to whether you're [00:13:00] creating the content that's going to go in your book or that you're going to coach with, or the content that you're gonna create in what we're gonna talk about next, which is part of your marketing to grow connection with people, to get them to buy from you, whatever kind of content it is.
[00:13:13] How you actually think is the difference between content that flows. And content that feels like a slog that's hard to create. That feels like it's just not worth it to get your voice out there it is. Honoring your actual process instead of forcing someone else's is the way to get there. So now let's talk about marketing, because marketing is the pathway that gets us from curiosity to actual sales calls.
[00:13:37] And once you understand how you create content, then it's about building an audience, building a relationship through your marketing collateral. And what most people don't realize again, is that archetype completely changes that natural marketing path because marketing is not just posting on social media.
[00:13:54] It's the strategic work of helping people move from curiosity to enlightenment to commitment. [00:14:00] It's answering the question that Billy bro has poses in simple marketing for smart people. What do people need to believe in order to buy from me? And then putting the right interaction points in place to build belief.
[00:14:12] And different archetypes. Build belief in different ways. Expression led, resonant order, wisdom writer, visual thought architects. You build belief through consistent content creation on your own platforms. Your natural path is to create, it's to express, it's to put ideas into the world through your chosen medium, you think by expressing.
[00:14:35] So your marketing strategy should go alongside your content strategy, which. Is to create, and develop your ideas through your creation mode, whether speaking, writing or or visual. But from a marketing standpoint, you should prioritize owning the platforms where you can consistently create your email list, your podcast.
[00:14:56] Your newsletter, your visual library. These aren't nice to haves. [00:15:00] They are the foundation of how you build authority. So for a resonant order, having a podcast or creating a YouTube channel where you can speak is really smart for Wisdom Writers, a newsletter or long form essays or starting a substack, something where your words can be highlighted in the building belief process and, and focusing on owned platforms like.
[00:15:22] An email list or a newsletter for visual thought architects, frameworks and visual models shared on LinkedIn that then gets people to move over to your email list. The mistake that, this group makes is thinking they need to focus on networking or relationship building first. I think you need to create first.
[00:15:42] I think the relationships, at least my observation has been relationships will come to you. When people discover your work, so your marketing is about showing up consistently in your natural medium and letting people find you. I work with a lot of authors who also happen to be wisdom writers, and the ones who've [00:16:00] been able to build successful platforms around their work have done that.
[00:16:03] They've shown up on. Some borrowed platforms like social media platforms, , like Threads or LinkedIn, they write consistently, write consistently and then make the invitation to get people to move into their email list. And that starts that process of building belief so that someone will buy. Content and marketing overlap a bit.
[00:16:23] I would say the content is . Thinking about how you create first. . And then marketing is how you organize that into a belief building process. , Moving people from curiosity to enlightenment, to commitment, experience, led archetypes. , transformational guides.
[00:16:39] Experienced facilitators, digital learning architects. You do need to think about relationships. You build your audience, you build belief. You build that relationship through actual working with people, , and direct transformation. So your natural marketing path is to work with people, create results, and let those results speak for you.
[00:16:59] You think by [00:17:00] facilitating transformation like we talked about, so your marketing strategies should prioritize direct client work. That becomes proof of concept. When you do get in the room with people and you create transformation, you need to document it. People are already going to refer other people to you, and you need to have their words to meet new clients with, to meet new customers with, to help them see what the transformation feels like, what the lightning in a bottle feels like When you work with your clients.
[00:17:28] You can build community around shared transformational experiences, but your best marketing isn't going to be written content like a content creator or like a resident orator or someone who is, expression led your best marketing is case studies, testimonials, referrals from people you've helped transform you market by doing the work excellently and then documenting what just happened.
[00:17:51] Your content should show your methodology in action, not just explaining theory. So you could set, , your phone on a tripod next to you and capture your [00:18:00] side of the conversation when you are talking to a client, and then create content from that. You could have someone film one of your facilitation. , Sessions and pull content from that.
[00:18:10] You could get on a podcast and have a conversation where you're actually coaching someone and you're facilitating a transformation instead of just reading a script. And that could be way more magnetic in terms of a marketing piece of collateral than just talking. So your content should show your methodology in action, not just explaining theory.
[00:18:29] The mistake is thinking you have to build a content empire first. You need to facilitate and work with people first. Your best content will emerge from the transformation work you're already doing. So digital learning architect, if you need to create a course and then teach it or have people walk through it, that is gonna be the proof of concept.
[00:18:49] Start with working with people and helping them transform. Insight led archetypes, strategic advisors, research innovators, category creators. You build belief, you [00:19:00] build a marketing journey through demonstrating those unique insights and strategic relationships. You show people what they can't see on their own.
[00:19:08] You think by analyzing patterns and solving complex problems. So your marketing strategy should prioritize those high level strategic relationships and creating content that showcases your unique analytical lens. You're not trying to be everywhere. You're trying to be in the right rooms with the right people.
[00:19:23] So your best marketing is insight driven content that makes people think differently. You're not building relationships through volume, you're building them through demonstrating that you see patterns other people miss your content that you share to help build belief, whether that's a lead generator or you know, breaking down someone's website and showing them what they could do better.
[00:19:44] It should reveal something that's non-obvious. And conversations that you have with people as you , are building a relationship with them as you're marketing to them they should leave those conversations thinking, I've never thought about it that way. The mistake that I see, insight led archetypes often [00:20:00] make.
[00:20:00] Is thinking again that they have to create content like an expression LED archetype person does. You need to be strategic first. Quality over quantity, depth over breadth. The right relationship can be worth a hundred pieces of content. And the right, , breakdown of you solving a problem could be used again and again.
[00:20:18] , I have a friend who's a strategic advisor. He, just to be helpful, sent a video breaking down a problem that one of, , my colleagues was experiencing just basically got on, , a whiteboard. And was drawing it out and, and in real time.
[00:20:33] Broke this problem down and sent it over to this colleague of mine and my colleague wrote him back and said. Why don't you do this on social media every day? Like, why isn't this part of your marketing strategy for you to break this stuff down? He never, he hadn't thought of it or he just didn't think it was gonna be valuable in the marketing process.
[00:20:51] And so I think it's not only remembering how we naturally create, making sure we demonstrate that [00:21:00] to people as part of the content we create whether we're gonna sell it or use it as marketing strategy, and then when we align our marketing strategy, just doing that thing, that is gonna be way more effective and way more magnetic than trying to copy someone else's tactics.
[00:21:14] It just, it just is. Um, so let's finish up though embodiment led archetypes, principled practitioners. You build your audience through the authentic demonstration of your lived wisdom. You share your personal journey, you share the insights you've gained through genuine practice and application. You think by living and applying what you learn.
[00:21:30] So any marketing that you're doing, make sure you're being transparent about your own practice and your own results. Share what you're learning as you learn it. Document your experiences, show your methodology, and then help other people apply it to theirs. Your best marketing is about showing, not telling
[00:21:46] People need to see that you're actively living what you teach and you're getting consistent results. So document your ongoing practice, the results you're getting, it's about being authentic. And the mistake that I think embodiment LED archetypes make is [00:22:00] waiting for complete mastery before they teach your powers and the authenticity of that lived experience.
[00:22:05] So stay in areas where you have personal validation and share from that place. So I hope you're hearing what this means for you practically, if you're expression led, that group is resonant order, wisdom writer, visual thought architect. Stop trying to network your way to growth.
[00:22:21] You just need to create consistently in your natural medium and let people find you. Then you can network from there. , Get the sequence in that order. Your content creation is your marketing, so start doing it. If you're an experience led archetype, stop trying to build. A content empire before you've proven transformation, your sales conversations, your content creation, your marketing strategy should be all based around getting in the room with people, creating results, documenting them, and then scaling them out.
[00:22:49] The transformation work is the marketing. If you're an insight led archetype, if you're a strategic advisor, a
[00:22:55] research innovator, category creator. Stop trying to be everywhere. Focus on [00:23:00] depth, strategic relationships, content that showcases your unique analytical lens. Your strategic thinking is your marketing, and you need to use it in service of solving problems, and people have problems. So get with people.
[00:23:11] Solve their problems. If you're an embodiment led archetype, if you're a principal practitioner, stop waiting for mastery to share. Share the journey. Share the practice. Your lived wisdom is your marketing. And regardless of your archetype. My biggest wish is for you to stop trying to sell, create and market the way someone else does speak.
[00:23:33] If you need to speak to think, write if you need to write to think, facilitate, if you need to facilitate, draw, if you need to draw, analyze problems, if that's what you need to do. Honor your actual process instead of forcing someone else's. The beautiful thing about understanding all of this is I feel like it gives you permission to stop doing things that drain you and lean into the approaches that energize you.
[00:23:54] You don't have to do everything. You just have to do it your way, and your way is [00:24:00] unique. And that is exactly what we unpack in an archetype strategy call. 'cause I think it's important to understand your primary archetype. But hopping on a call with me for an hour, I am able to show you specifically how your sales and your marketing and your content creation.
[00:24:16] Can be put together in a way that feels authentic and effective for how you are wired, because it's not just your primary archetype that matters. On that call, we'll walk through a personalized archetype report that I create that goes a layer deeper into your unique blend of archetypes. You don't just have the primary, but you have other archetypes that are there working together in a specific blend that's unique to you, and they work together to create your unique approach. You might have like me transformational guide first, but the next score you received does make a difference in how you show up specifically.
[00:24:55] , It's how all these things work together to create your unique approach, and having that as a guide [00:25:00] and a compass is really important to get you moving in the right direction that feels unique to you. So on that call, we'll map out your specific archetype blend. We'll look at how you naturally build trust close sales, what your marketing strategy could look like based on how you are specifically wired, and how you could be creating content differently so it flows.
[00:25:19] Instead of feeling forced, you'll walk away with a 30 day custom plan that tells you exactly what to focus on each week and what you should probably be saying no to. These archetype strategy calls are $500, and if you decide within six months you want to work together in another one of my programs, like the Resident Thought Leadership Accelerator, or through a one-on-one Sprint, that $500 applies to your investment.
[00:25:43] What I want you to remember is this. There is no one right way to do sales, marketing, or content creation no matter what someone else is selling you. The only right way is for your archetype, so you can look at all these things you're being sold and told.
[00:25:57] And examine them through the lens of how you're [00:26:00] wired, and then decide what you want to take in and apply. Because when you stop trying to force yourself in a copy paste way into someone else's process, and you start honoring your own natural way that you are wired, three things happen. First of all, it gets easier.
[00:26:15] You stop fighting yourself to show up and sell, to show up and create content and market. Second, it gets more effective because people can feel your authenticity and they respond. The right people respond 'cause they're tuned into you. And third, it actually becomes sustainable. This is not easy work, however you do it.
[00:26:31] But let's make it as easy as possible so you're not burning out trying to maintain systems that drain you. So if you're ready to discover your archetype and get a customized strategy book an archetype strategy. call at macyrobison.com/call, and if you've not had a chance to take the thought leadership archetype quiz yet, that is the first step. Make sure you go to macyrobison.com/quiz and take that free assessment.
[00:26:56] Thank you for listening. Thank you for being here. Always remember [00:27:00] your ideas. Don't need more luck. They don't need more volume. They need a system that's custom built to how you actually think, create and work.