Women use both sides of their brain simultaneously. Men use one side of their brain at a time. A woman also has more verbal outposts in her brain than a man ...that's why she talks more than a guy. But, here's something really interesting ... women use "indirect speech," while men use "direct speech."

Indirect speech is hinting or inferring ...its purpose is to build relationships, (which is a woman's Highest Personal Value), by avoiding antagonism or disagreements.

If you're attempting to promote your product or service to women, you must develop a relationship with her. And, indirect speech helps women to build relationships. So, when developing messaging for women, attempt to connect with her by using stories. She's much more likely to consider your product or service if she feels that you’re trying to "connect" with her, instead of "selling" to her.

This is how a woman's brain works...she'll read an ad or hear a TV or radio commercial and if she feels that you're attempting to bond with her, she'll consider your brand. Then, she'll go to long format (typically your website) to validate her consideration by getting more information.

This consideration to validation process is integral to motivating her behavior. In your advertising, don't use bullet points...that's "direct speech," and it’s male-oriented. Tell her a compelling story about how your brand fits into her life ... how it recognizes her Highest Personal Value of establishing and nurturing relationships. Make her feel like you care about her life... make the brand messaging "life-relevant."

Then, think about your website . . . she'll go there to validate her consideration. Think of your website as a validation tool . . . this is a distinction that can't be stressed enough. Think about how women validate their consideration. They want information that's "life-relevant," and they also want to hear what other women think about your product or service. And, posting testimonials isn't enough. She’ll be more motivated by hearing other women talk about your brand. She'll also be motivated by hearing you tell a story about your brand, its beliefs and its soul.

Marketing to women is not the same as marketing to men. And, since women comprise 51% of the U.S. population, spend $6 trillion dollars and own 48% of all privately-owned businesses, don’t you want to learn how to build relationships with her?

Labels: marketing to women