We've reached the fourth aspect of a Woman's Decision, her communication keys. For review, here is the GenderTrends Star that demonstrates how women make decisions.
Communication has been a thread throughout all of the star points, but I focus on it individually because communication is inseparable from marketing to women. Using these keys will unlock what women seek from products and services - The Perfect Answer.
Women's Communication Keys | Men's Communication Keys |
Full Context "Complete article" - As we know, women stress the importance of context and richness of detail. Her stories start with background and build to the main point. | Key Points "Headlines" - Men believe in starting with the main point and only supplying detail if asked. |
Rapport Talk Build connections - To win over women, you need to have conversations with them that creates a connection with her and her circle. | Report Talk Establish status - Men, on the other hand, use conversation as a way to establish or defend individual status. They don't focus on the personal. |
Connect Through Affinity (Link) Women connect through affinity with others and establish links that highlight similarities. They focus on empathy- so your marketing should as well. | Connect Through Competition (Rank) Men connect through competition- the friendlier the group of men, the more good-natured taunting and challenging you will find. |
Stories and Personal Details Women's social currency consists of stories and personal details. They trade them, save them and value them. (Surely, this gives you marketers some ideas!) | Facts and Features Men's social currency relies on facts and features. I believe this is why sports scores and statistics are so popular with men, eh? They are becoming rich in social currency. |
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With regard to marketing with women, I'm learning everything I can and I appreciate the insights gleaned from your posts.
I'm in the process of putting together a website specifically for women in the dating pool (not a dating website) and I'm trying to put everything I learn into the design and execution of my website.
Looking forward to your next post.