Because of hereditary influences, women are more inwardly competitive than men. Men, on the other hand, are more outwardly competitive.

This is an important distinction, if you're attempting to develop communications that are relevant to a woman and ultimately motivate her behavior.

She'll be more motivated to purchase your product, use your services, visit your destination or listen to your radio station if your communications address her inward competitiveness.

Remember the Hanna-Barbera cartoon, "The Yogi Bear Show"? For those of you who may not be familiar with the TV show, Yogi Bear is a fictional male anthropomorphic bear who gets in a lot of trouble with his reluctant sidekick Boo-Boo. The plot of most of Yogi's cartoons center around his antics in Jellystone Park.

The show's jingle includes these lyrics . . . "Yogi has it better than a millionaire, that's because he's smarter than the average bear" - a pure personification of outward competitiveness.

You were probably wondering how I was going to use a cartoon as an example. Hey, using pop culture always helps to make the point!

But I digress. Here are a few tips if you're attempting to connect with a woman by tuning into her inner competitiveness. I'm done with the cartoons. Thanks for letting me get it out of my system.

· Destinations - As you know, women are the primary decision-makers for leisure travel. Don't attempt to lure her to your destination by telling her that a famous celebrity goes there . . . that's outward competition. Tell her that when she visits the destination, she'll have opportunities to connect with herself, family and friends.