Last time, we talked about the first of the four neighborhoods of women, the Regal Queen. Spontaneous, trendy, and fun-loving, it was easy to see the importance of communicating in a way that catches her in a “spur of the moment” buying mode.
Moseying on over a few blocks to a new neighborhood, we find the Sorceress. What’s she all about and how does it affect her buying process?
Neighborhood #2: The Sorceress
Time Horizon: In the Moment
Like her sister the Regal Queen, the Sorceress lives “in the moment,” which means she is quicker to react to incoming signals. But she gets her energy internally, preferring to rely on her inner self for contemplation and decision making. To say she is competitive is an understatement; even her leisure activities often involve some kind of self-improvement or competition, even if it’s just with herself.
The Sorceress is looking for the absolute best – “cutting edge,” “certified,” and “state-of-the-art” are phrases that get her buying mojo going. But take care in using phrases like that – you need to be able to deliver on your promise. Her big question will be, “So you’re ‘all that.’ PROVE IT.” If you can’t, she’ll leave you in the dust (and tell her friends about how much you suck like a Hoover). But deliver superiority on a consistent basis, and she’ll be your biggest champion. Her biggest fear? Missing out on something top-notch.
How would you write copy for the Sorceress? Let’s return to our fictitious business, “On-the-Go Gourmet:”
Oooooooo… certified master chefs. More than 40 years of award-winning experience. Gastronomical masterpieces. This copy is like a love song to a Sorceress. Deliver the message about your business within the “state of the art” framework, and she’ll be at your door in no time, wallet in hand.
Here’s another Fairview Garden Center example, too – this time for the Sorceress. The first line is an attention getter for our type of listener:
Next time, we’ll move on to Neightborhood #3: the Healer. Stay tuned!