You Can't Convince Everyone with One Ad: The Reasons Why and the Reality of Character

00:00 Characters are everywhere, first recognize their archetype

03:20 Umut abi's fear of public speaking and confrontation

06:20 Translating NLP and archetypes into marketing

07:10 Target audience exists, character analysis doesn't

12:40 The Friend and Eternal Child: experience, authenticity, fun

14:00 Not a campaign, but a story; not a product, but an experience

16:45 The Amazon and Warrior: success, proof, numbers

18:30 Joykek examples: why decision-makers want numbers

22:10 The Philosopher and Mystic: meaning, value, the "why" question

24:20 Character compatibility in recruitment and handover

In this episode, we uncover a crucial truth often missed in marketing, yet directly impacting conversions. We often try to sell to everyone with the same ad, but not everyone buys for the same reasons. With Umut abi, we clarify through archetypes and character types: your ad budget is wasted if your message targets the wrong character, even if your product is consistent.

In the first part of our discussion, we explore how Umut abi recognized his fear of public speaking, the underlying fear of rejection, and the transformative power of confronting it. We then pivot to marketing, as fear and uncertainty shape the destiny of both individuals and businesses. When a brand shies away from risk, avoids innovation, or consistently uses the same communication style, it effectively applies an invisible brake to its growth.

Next, we frame the character model within marketing language. While Google and Meta provide age, gender, and interests, they don't offer character insights. So, how can your brand bridge this gap? By actively listening to your product users, conducting brief interviews, identifying key phrases used in meetings, and decoding their purchase motivations. For the Friend and Eternal Child archetypes, there's an expectation for novel experiences, authenticity, and enjoyment. To connect with this audience, you should tell stories instead of just running campaigns, and convey the experience rather than merely describing the product…

Conversely, for the Amazon and Warrior archetypes, the need for success, competition, and tangible proof is paramount. This audience requires clear results, data, references, and success stories, not romantic promises. In Joykek customer meetings, we discuss why decision-makers demand numbers, how starting with a compelling case study can be a game-changer, and what critical data points should be presented within the first 3 minutes of a presentation. Questions like 'What was our investment, what were our gains, and what's our future trajectory?' represent the inherent language of these character types.

For the Philosopher and Mystic archetypes, the 'why' question is central. You won't connect with an audience seeking value, vision, meaning, and depth if your communication is solely focused on discounts. This is where compelling content, brand manifestos, brand storytelling, demonstrated expertise, and long-form narratives become crucial. These character types respond to thought leadership and a trustworthy narrative, not aggressive sales tactics.

Finally, we explore how this character-based insight extends beyond ad copy to team building, recruitment, department structuring, and handover processes. The critical business takeaway from this episode is: 'You hand over responsibilities to those who desire them, not merely those you prefer.' When the right character is placed in the right role, it significantly enhances team harmony, performance, and overall business growth.

As you listen, ask yourself these three crucial questions: What character language does your brand speak? What character language does your customer resonate with? And which character type does your advertisement target? When these three elements align, conversions accelerate; if they are misaligned, your marketing budget is wasted.