Marketing to Women Doesn’t Mean ‘Color Her Female’

Men and women think differently. In a post at her WonderBranding blog, Michele Miller points to scientific research that shows marketing to women isn’t as simple as softening your approach. “While we’ve only scratched the surface of brain study,” she writes, “here’s one fact we do know: a woman’s brain has four times as many connections between the left and right hemispheres as that of a man’s.”

Here’s what this means to you: A woman’s brain can accept more signals, but she also has stronger filters. Your challenge as a marketer is finding a way around additional gatekeepers that guard her “take action” button. A particular hurtle is her strong emotional memory, which constantly gauges current situations against past experiences.

All those signals flow to the right side of the brain. “She’s not only reading your advertising or web copy; she’s attaching feelings to it,” says Miller. “One critical word can make the difference between driving her to flip the page or compelling her to pick up the phone and find out where your store is located.”

The Point: “Marketing to women doesn’t mean ‘color her female,'” says Miller. “There’s an actual science to this stuff that should be mighty appealing to all you left-brain logical types out there.” Source: WonderBranding.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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