THE YEARNING FOR PARADISE
The Sage archetype might provide a suitable identity for your brand if ● ● ●
it provides expertise or information to your customers. it encourages customers or clients to think. the brand is based on a new scientific breakthrough or esoteric knowledge. the quality of the brand is supported by hard data. you are differentiating the product from others whose quality or performance is questionable.
are valued as a means of keeping one’s objectivity (as in the case of universities, whose faculties support academic freedom). One individual might be more interested in inner knowing and another in knowledge of the external world, but in any event, both feel that it is essential to think for oneself and have one’s own opinions. The Sage part of a person agrees with the statement “I think, therefore I am.” When the Sage is dominant in someone’s character, learning is a compelling motivator. The accompanying fear is of being duped by misinformation and therefore misinterpreting data or a situation. At worst, the Sage is dogmatic, arrogant, and opinionated. At best, he or she becomes a genuinely original thinker and achieves real wisdom. In appealing to a Sage, it is important to establish your credibility. Otherwise, why would they listen to you? Moreover, never talk down to the Sage, and never use a hard sell: They want to feel competent, smart, and in charge of the transaction. If they feel that you are pushing them, they are likely to distrust you and walk away. To Sages, a purchase is a rational transaction. They want you to provide information about the quality of the good or service being sold and its cost. Then they simply want to make a logical decision based on the information. However, if, in the process, you help them feel like an expert, they are more likely to buy than if they feel confused, incompetent, or pressed. Reinforce their wisdom, and if you have a product that is demonstrably of high quality, they will reward you with their loyalty.