Dividing the vast universe of women into “4 Neighborhoods” will help you to better understand the different needs and wants that female customers may have for your product or service. Focusing on each neighborhood’s intersection of energy and time horizon makes it easier to predict the questions a customer might be having about your business and answer those questions in the language, or “dialect,” of that neighborhood.
Neighborhood #1: The Regal Queen
Energy: External
Time Horizon: In the Moment
Relying on outside forces and friends for energy and with a “seize the day” mentality, the Regal Queen is the most Spontaneous of the four customer types. She is on the lookout for trends and new things to try when it catches her mind’s eye. She is the most flamboyant and outgoing of the four types, and likes to think of herself as being “unconventional.” She’s going to be the customer who loves last-minute bargains, as well as in-store displays featuring “new and cool” items that have just arrived. Her greatest fear? Being bored.
How would you write copy for the Regal Queen?
Check out this example from a fictitious business I created. I call it “On-the-Go Gourmet,” a mix-cook-no clean-up type of kitchen for busy women. This copy could be used on a brochure, a website, and advertising. I’ve highlighted keywords a Regal Queen would be drawn to, to give you a better idea of the “language” she speaks:
On-The-Go Gourmet is the exciting new way to try unique, delicious dishes from around the world. Choose your recipe beforehand, or pick one to try on a whim when you arrive. On-The-Go Gourmet always has everything you need for every dish in our recipe book. Stop losing sleep over what to feed the family – spend your time creating instead!”
In one short paragraph, you capture her interest through imaging and language that not only sounds familiar, but also piques her curiosity. It sounds inviting (no planning necessary) and a bit exotic (recipes from around the world). It’s persuasive language that speaks directly to the heart of the Regal Queen and encourages her to give it a try. And once you match her actual experience with what you promised in the copy, she’ll return again and again, and tell all her friends about you.
For another example of an ad written for the Regal Queen, give a listen to this radio ad for Fairview Garden Center in Raleigh, NC. After being on the air for just a few days, it attracted a whole new crowd to Fairview – people who had never before thought of themselves as gardeners but now wanted to give it a try. And most of them were women.
Listen to Fairview Garden Center’s Ad “Not a Gardener”
Tomorrow, I’ll share yet another example of communicating with the Regal Queen customer type – one that was created by a student smack-dab in the middle of my most recent WonderBranding workshop at Wizard Academy in Austin, TX.
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