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The Way to a Woman’s Heart Is Through Her Mind

It’s no big secret that men and women think differently, but the how and why is where it gets interesting. Especially when your marketing dollars are riding on it. A single word can make all the difference. Michele Miller, author of The Soccer Mom Myth, points out in a post on her Wonder Branding blog, that women have four times as many connections between the right and left brain hemispheres than men. While that doesn’t make a woman smarter, it does in fact change the way she processes information—and more importantly how she filters out the excess.

Take Nothing for Granted
According to Miller’s scientific research, because a woman’s brain has the ability to accept more signals, she is equipped with stronger filters. So even though you gain additional points of entry, your challenge as a marketer is finding a way around additional gatekeepers who guard her “take action” button. One particular hurdle 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.”

How She Thinks and Feels Means a Lot to Your Bottom Line
Women are making 85% percent of all brand purchases and 91% of all new home decisions in the United States. So, understanding how they think, feel and react is key in getting a leg up on your competition.

Feel free to click here and read more about Why Her Brain Matters

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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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One Response

  1. Always enjoy your tweets! Plus your research helps me make my points for my own design consultancy business. Do you know Marshall Rosenberg’s “Nonviolent Communication” methods and theories? As a marketing professional, addressing the emotional core of people’s motivations is key. And I wonder whether even for guys, it is the same—they just make rational justifications that support their own emotional decisions. I have chosen to specialize in designing meaningful marketing communications that resonate with those basic human emotions and sensual longings. Always glad to see your point of view.

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