How to attract your ideal clients – by discovering your unique brilliance and authentic brand

Guest blogger and 2018 FHT Training Congress speaker, Emma Hague, discusses how to attract your ideal clients using archetypes.

Emma Hague

Have you ever got talking to someone new and felt like you’ve known them for years?

Ever noticed how you naturally resonate with the characters from certain books, films or songs? As though their story is one you’ve somehow lived yourself?

The same is true for your brand. Branding isn’t just about having a fancy logo to spark recognition – and the reality is most of us won’t live long enough to establish a brand like the Nike ‘swoosh’ or McDonald’s ‘golden arches’.

True branding for the small business owner is the emotional appeal you create – whether that’s with a logo, the way you speak or your physical presence.

As people who ARE our business, we naturally put across certain traits, values and language when we speak to our clients (and potential clients) – even if we don’t mean to!

And so it’s essential that you understand what you want your brand to be, what it stands for and how to get that across properly to people.

Ever feel like you’re not attracting your ideal clients? And wondered why?

Have a look at some of your competitors’ websites – I’ll bet you’ll find many are created from some kind of template and they can have a fairly standard, corporate feel to them.

Everything looks the same – same services, same stock photos, same fonts… it can be very difficult to work out the kind of people you’re dealing with and thus, many people who try to market purely online find it difficult to get the results they really want.

Doing good work and being honest and reliable are worthy characteristics. But let’s be realistic, it’s charisma and personality that make a person and their business succeed.

Which is why when I work with clients on creating their authentic signature brand, I include the amazing power of archetypes.

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So what is an archetype?

Archetypes are well-established character types that exist in each one of us and permeate the essence of who we are.

Archetypes define our personality and our values and when you reflect your own archetype in your personal branding, your ideal clients are drawn to you.

Your audience can connect with who you are rather than just what you do (which may be the same as thousands of other business owners).

There are dozens of different archetypes and they’re often used in therapy and healing. I focus on just 12 in branding a business like yours.

What’s important to know is that each archetype: Alchemist, Maverick, Humanitarian, Artist, Nurturer, Jester, Romantic, Innocent, Hero, Ruler, Explorer and Teacher has it’s own meaning, personality, values, strengths, likes and dislikes and sense of mission.

What this means for you is that when you brand your business with the stunningly accurate power of archetypes, you immediately make your marketing easier and incredibly exciting because you’ll (finally!) clearly communicate who you are and what you’re all about to your audience.

Branding With Archetypes dives deep into the heart and soul of who you are. We see this shining through in highly successful people who’ve turned who they are into a brand they love.

Here are three examples to show you exactly what I mean:

Example 1: Angelina Jolie

Can you guess which archetype Angelina is? Well, in her early twenties Angelina was known for being a Rebel and she is still a voice for challenging authority (through the Jolie-Pitt Foundation she fights against global issues of injustice such as immigration, sexual violence and rape).

However, she channels most of her energy now through her true archetype of Humanitarian and is passionate about helping those less fortunate than herself. She is a special envoy for the United Nations and is noted for her extensive work in poorer countries of the world.

Example 2: Oprah Winfrey

What is Oprah’s speciality? Transformation! Oprah takes the raw material of life and turns it into something amazing through her charitable work and makeovers.

Her archetype is the Alchemist – the archetype of change and transformation.

Her message is clear and consistent: with enough determination ANYONE can live their best life.

Example 3: Me! Emma Hague

As a Ruler archetype (with some influence of the Hero) I am passionate about taking control of my own future and creating a prosperous and successful family and community.

I strongly believe that we are in control of (and responsible for) how our lives turn out and in helping others achieve the results they desire.

Which is why in the ‘Identifying your unique brilliance and authentic brand’ session I’ll be hosting at the FHT Training Congress in May, we’ll focus on how your brand is your personal archetype expressed through your business.

It’s personality that separates the ordinary from the extraordinary. Archetypes give you a highly creative yet easily structured way to create a brand rich with emotion and personality – one that’s authentic and unique to YOU.

Emma will be giving two talks at the 2018 FHT Training Congress at the Holistic Health Show:

Charge what you’re worth and get it
Room 3, Sunday 20 May, 12pm – 1pm

Do you often feel unsure about what you should be charging? Do you feel like you can’t charge what you want to, because you’ll lose clients or you’d feel guilty charging more? Learn the secrets to understanding your own value and pricing with confidence, so you can finally charge what you’re worth… and get it!

Identifying your unique brilliance and authentic brand
Room 3, Monday 21 May, 10.30 – 11.30am

In this fun and inspirational session, you will discover your ‘brand archetype’, which unlocks the powerful, instantly recognisable presence within you that is a client-attraction and opportunity magnet. Capture your spirit, personality and passion into an authentic brand that you can use in all of your marketing.

 

Book your FHT Training Congress tickets

Remember to also register for free entry to the Holistic Health Show

FHT 2018 Training Congress at Holistic Health

FHT Training Congress Speaker Highlight: Lotte Mikkelsen

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Lotte Mikkelsen is a laughter ambassador and laughter yoga master trainer, as well as being a laughter therapist trainer and gibberish trainer. She is your everyday laughter queen.

In 2017, Lotte celebrated a decade of delivering Certified Laughter Yoga Leader Training in the UK with passion, compassion and empathy, always with her students in mind.

After founding UnitedMind in 2002, the laughter yoga journey has been exciting and life-changing in many ways. Working with organisations in the private and public sectors falls naturally with her background of almost 20 years in technology companies prior to starting her full-time laughter venture.

Where to find Lotte at the FHT Training Congress:

Laughter yoga
Room 1, Monday 21 May, 12pm – 1pm

Enjoy an hour of laughter yoga where you will be actively moving around and connecting with people, experiencing the benefits of extending your laughter from a few seconds to a real workout. The workshop gives you an insight into how you can choose laughter in your life, everyday.

Look out for an article by Lotte on laughter yoga in the next issue of International Therapist.

Book your FHT Training Congress tickets here

Remember to also register for free entry to the Holistic Health Show on their website here.

FHT 2018 Training Congress at Holistic Health

FHT Training Congress Speaker Highlight: Jane Duncan Rogers

Jane Duncan Rogers cropped.pngJane Duncan Rogers, award-winning coach and counsellor, founded Before I Go Solutions, a social enterprise that arose directly from her memoir, Gifted By Grief: A True Story of Cancer, Loss and Rebirth. She speaks internationally about the benefits of preparing well for a good end of life, and supports people to make full end of life plans through the products and programmes provided by Before I Go Solutions.

She is also teaching an FHT Hosted course, which you can book here.

Where to find Jane at the 2018 FHT Training Congress:

Five pointers to being with your terminally ill clients
Room 3, Monday 21 May, 2pm – 3pm

When facing end of life, how others behave around you is crucial, especially your therapist. In this talk, Jane introduces you to five essential things to consider with your client, in order to best support them, and facilitate as good an end of life as possible.

Book your FHT Training Congress tickets here

Remember to also register for free entry to the Holistic Health Show on their website here.

FHT 2018 Training Congress at Holistic Health

FHT Training Congress Speaker Highlight: Emma Hague

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Emma Hague is a Certified Money Breakthrough Coach, Chartered Management Accountant and entrepreneur who helps women in accounting get that first ‘breakthrough’ in their home-based business so they can find the confidence they need to build a business they love – and get past that place of ‘never having any money’ no matter how hard they seem to try.

Emma has helped scores of business women (and men!) during her time as a self-employed accountant and business coach – from Architects to Ecological Surveyers, Fish & Chip Shops to Landlords, Scientists to Sushi Bars and Tilers to Web Designers!

Where to find Emma at the 2018 FHT Training Congress:

Charge what you’re worth and get it
Room 3, 
Sunday 20 May, 12.00pm – 1.00pm

Do you often feel unsure about what you should be charging? Do you feel like you can’t charge what you want to, because you’ll lose clients or you’d feel guilty charging more? Learn the secrets to understanding your own value and pricing with confidence, so you can finally charge what you’re worth… and get it!

Identify your unique brilliance and authentic brand
Room 3, Monday 21 May, 10.30am – 11.30am

In this fun and inspirational session, you will discover your ‘brand archetype’, which unlocks the powerful, instantly recognisable presence within you that is a client-attraction and opportunitiy magnet. Capture your spirit, personality and passion into an authentic brand that you can use in all of your marketing.

Book your FHT Training Congress tickets here

Remember to also register for free entry to the Holistic Health Show on their website here.

FHT 2018 Training Congress at Holistic Health

FHT Training Congress Speaker Highlight: Jane Johnson

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Jane Johnson is a physiotherapist with a passion for helping therapists to gain confidence in hands-on techniques. A massage and sports massage therapist for many years, she appreciates the value of touch and thrives on sharing the many tips she has picked up over the years. Jane is author of six books for therapists: Soft Tissue Release, Therapeutic Stretching, Deep Tissue Massage, Postural Assessment, Postural Correction and The Big Back Book; Tips and Tricks for Therapists. You can contact Jane on her Facebook page, The Friendly Physio.

In 2015, Jane wrote a two-part feature for International Therapist magazine, which provides an in-depth discussion on therapeutic stretching. This feature serves as an excellent primer for Jane’s session at our Training Congress, and you can read both parts here and here.

Jane is also teaching FHT Hosted courses, which you can book here and here.

Where to find Jane at the FHT Training Congress:

Stretching your clients
Room 2, Monday 21 May, 10.30am – 11.30am

Would you like to incorporate stretches into your massage routine? This seminar includes practical elements to show you how you can utilise and deliver couch-based and seat-based passive stretches. It also provides you with information on how to adapt your stretches to suit various clients’ levels of flexibility and contraindications.

Book your FHT Training Congress tickets here

Remember to also register for free entry to the Holistic Health Show on their website here.

FHT 2018 Training Congress at Holistic Health

FHT Training Congress Speaker Highlight: Barbara Scott

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Barbara Scott is the founder of Seren Natural Fertility, Reproflexology™ Training  and Chair of The Association of Reproductive Reflexologists.  She is the author of ‘Reflexology for Fertility’ (Watkins Books 2016), and was awarded Complementary Therapist of the Year 2017 by the FHT.  She speaks regularly at The Fertility Show in London and Manchester and on specialist panels as an expert and voice for Reproductive Reflexology as a form of support and integrative medicine for couples who are trying to conceive.

Learn more about reflexology for fertility in a feature Barbara wrote for International Therapist, which you can read here.

Where to find Barbara at the FHT Training Congress:

Reproflexology as an integrative approach to fertility
Room 1, 
Sunday 20 May, 12.00pm – 1.00pm

Reproflexology™ is an integrative approach to using reflexology to support fertility and underlying reproductive conditions for both men and women.  The integrative approach allows us to understand what the issues may be, measure outcomes and monitor progress.  This provides an evidence based approach to fertility, using reflexology as the main form of treatment.

Book your FHT Training Congress tickets here

Remember to also register for free entry to the Holistic Health Show on their website here.

FHT 2018 Training Congress at Holistic Health

FHT Training Congress Speaker Highlight: Lisa Smith

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Lisa Smith works as a Nutritionist within high profile, integrated private healthcare clinics in London, as well as in her private practice in Kent, where the focus is on helping the body obtain the nutrients it needs to work properly in a busy, demanding and at times, stressful place.

Lisa is also a senior lecturer for the College of Naturopathic Medicine (CNM), on their accredited three year Nutritional Therapy course.

Where to find Lisa at the FHT Training Congress:

Sugar, stress and sitting down – are they really a problem?
Room 1, Monday 21 May, 2.00pm – 3.00pm

Today’s world can be a demanding place, where we spend too much of our time with a toxic combination of stress, sitting down and sugar. This lecture looks at the negative implications of the ‘three Ss’ upon health and, more importantly, what we can do to protect ourselves against them.

Book your FHT Training Congress tickets here

Remember to also register for free entry to the Holistic Health Show on their website here.

FHT 2018 Training Congress at Holistic Health