Women’s conversations are full of stories about the people in their lives. When men speak to each other, they tend to talk about things such as business, sports, world events, gadgets, politics, and cars. This is because if a man gets too personal, he may inadvertently expose a weakness or vulnerability. Socially speaking, it’s more acceptable for men to deal in facts than in feelings. The reverse is true for women.
For men, however, details about things are what make something interesting. Heated conversations about sports team statistics are just one example. Naturally, this has implications for marketing.
It’s easy to notice the difference in your personal life.
Here’s why: Men talk to communicate information. Women talk to connect.
During the Olympics, remember the “up close and personal” short stories about the participating athletes? It works; they were extremely attractive to women viewers, who were as interested in the back stage human dramas of the athletes as in the contests themselves. They wanted the emotional connection to the athletes.
The next time you’re at the beginning stages of creating a marketing strategy designed to appeal to women, consider this check list of practical marketing techniques that have proven female appeal:
- Personal testimonials
- Before and after comparisons
- Tie-ins with worthy causes
- Humor (without victims, because women identified with victims in jokes)
- Milestone references (anniversaries, birthdays, holidays)
- Life stage references (instead of the age references)
- Women as hero instead of product as hero
- Value messaging that makes women feel smart but not cheap
- Reassurance and justification for luxury products – guilt removal
- What something does – not how it works