It’s time to head over to Neighborhood #3 on our tour of the 4 Neighborhoods of Women.

The first two neighborhoods that we visited – the Regal Queen and the Sorceress – had an interesting dynamic going on, in that both types live in an  “in the moment” time horizon.  Quicker to make decisions and a little more spontaneous in their buying processes, you might say that of the four neighborhoods, these are the two where you’d be more likely to find a spur-of-the moment block party.

But let’s head south on our time horizon to a neighborhood that’s more interested in planting a community garden than partying till 3 a.m.  Welcome to the neighborhood of the Healer.  What’s she all about and how does it affect her buying process?

Neighborhood #3:  The Healer

Energy:  External

Time Horizon:  Leave a Legacy

The Healer’s time horizon is based more on “leaving a legacy.”  For her, it’s not as important that the decisions she makes have an immediate impact on her life – it’s more about planting seeds that may never bloom in her lifetime, often for the betterment of future generations.

She’s often considered to be the “caregiver” of loved ones, friends, and working units, she is the most Humanistic and tends to think of her circle as extended family.  She gets charged up from being around others, just like the Regal Queen, but the difference is that because of her long-term time horizon, her purchasing process will be slower.

Because of her desire for “connecting” with others, the Healer is often on the lookout for experts to guide and teach her.  Of all the neighborhood types, the Healer is the strongest candidate for a customer experience that doesn’t just satisfy; it makes her actually feel good.  Feelings are a strong driver in influencing her decisions.

How would you write copy for the Healer?

Let’s look at what our fictitious business, “On-the-Go Gourmet,” would do:

Even if you’re new to the kitchen, 
On-The-Go Gourmet makes it easy to be a “dinner superhero” to your family. 

We have all the ingredients and equipment you need, and our cooking experts are on hand to help every 
step of the way. You’ll love working with our “gourmet sherpas” in preparing meals; we’re there as much as you need us (be sure to ask about our private tutoring sessions).  

Success – and a great deal of fun – is guaranteed!”

Right out of the gate, the copy speaks to the Healer, because it’s not just about her, but her family – “be a dinner superhero to your family.” Now she can relax, knowing she might have a little fun but won’t be neglecting her family.  And notice some of the other phrases – “experts on hand to help;” “gourmet sherpas.”  This is copy that speaks directly to the heart of the Healer.

Here’s what Fairview Garden Center created for the Healer.  Rather than talking about gardening, in this ad they featured their gift shop and the “experience” customers will enjoy when they stop by.

Listen to Fairview Garden Center’s “Best Kept Secret”



Keep your eye out for the Healers that walk through the door of your business – you’ll recognize her by her willingness to start a conversation and the questions she lobs at you in order to learn about your product or service.  Listen carefully, make a connection, and be patient.  Show her the way, and she’ll be your customer for life.

Next time, we’ll make a final visit, to Neightborhood #4: the Guardian.  Stay tuned!