Connecting with Her In this month's newsletter, you'll read how powerful women are as consumers, (in the "Did You Know?" column). So, how can you make sure that your message is relevant to, and respectful of, her? By understanding that women have different Personal Values than men. A woman's highest Personal Value is developing and nurturing relationships ...while a man's highest Personal Value is establishing and defending rank. Because of this, a woman is less outwardly competitive than a man. She is however, more inwardly competitive than him. To develop messaging that's relevant to her, you must let her know how your brand will assist her in building and nurturing relationships. A brand that does this successfully is Bounty. It's just a paper towel...a commodity. Yet it consistently has the highest market share in the category. Why? Because after extensive research, the brand team discovered that women enjoy being nurturers. And, voila! A successful ad campaign was born. Although Bounty has better product efficacy than other paper towels (strength and absorption) the brand advertising addresses women's highest Personal Value. In each ad, you see a mom picking up after her child, dog, or husband after they make a mess. This is relevant to women. Instead of showing a comparison, which is outwardly competitive, Bounty brand advertising portrays a woman taking care of her family. It's relevant to her life and respectful to her nature. And, Bounty sells much more product than its competitors because of this relevance and respect. Labels: motivating your customers
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