We’ve come to the final stop on our exploration of the 4 Neighborhoods of Women, with the Guardian.

Like the Healer, the Guardian’s title is fairly self-explanatory.  Considering that she gets much of her energy internally and views life on the “leave a legacy” time horizon, it should be no surprise that she is most often the gatekeeper for family, friends, and even at work.

Neighborhood #4:  The Guardian

Energy:  Internal

Time Horizon:  Leave a Legacy

The Guardian is concerned with “leaving a legacy,” but charges up for decision making through internal sources.  She tends to be more introspective, thus taking her time in the buying process.  Not understanding this could drive a business owner crazy – it sometimes feels like she’ll never make up her mind.

She may also see aloof to you.  Don’t make the mistake of thinking of her as a “cold fish” – there’s a lot going on under the surface, and what you may think of as “uncaring” is exactly the opposite.  Always remember:  The Guardian does not run on feelings like the Healer.  In fact, the Guardian is often baffled by emotions.  She deals with details and facts.

If a woman walks in your door with a Consumer Reports under her arm, it’s likely that she’s in Guardian mode; she’s done a great deal of research already and is just looking for a few more facts or details to tip her over into your “win” list.  Being the expert with patience will not only get her business, but cement her loyalty for the long haul.

How would you write copy for the Guardian?

Let’s look at our final example from our fictitious business, “On-the-Go Gourmet”:

For the cost of two nights’ worth of pizza, On-The-Go Gourmet gives a family of four dinner for a week.

 With a wide variety of recipes, there’s something for everyone. And there’s no hassle – we supply everything you need, from ingredients to mixing bowls to mop up. 

You choose your recipe beforehand and we’ll have everything waiting for you upon your arrival. Just mix, cook and go!“

Details and efficiency are what ring the Guardian’s bell. In this copy, she immediately has something to compare to with regard to what the service will cost, and her mind is put at ease about the efficiency of the process itself.  It’s appealing for not only its value, but also for its to-the-point message:  “Just mix, cook, and go!”

Here’s a radio ad Fairview Garden Center created for the Guardian, with details about a specific plant they were featuring.  Listen to how Fairview connects with the Guardian in just 30 seconds:

Listen to Fairview Garden Center: “Mojo”

Now that we’ve completed our excursion through the 4 Neighborhoods of Women, are you beginning to see how subtle changes to copy and messaging will strengthen the connection with your existing customers, and grow your business in a whole new way?  It’s a technique used by the best marketers out there. The difference is that while most of them do it intuitively, you now hold the secret on how to do it consciously.  Give it a try – I’d love to hear what you come up with!