Men and Women are BUILT Differently! (Duh!)

Ever gone shopping with your spouse or loved one to buy a large-ticket item? It won't take you long to find out that you both make buying decisions VERY differently. In general, men tend to make a faster decision while a woman will prefer to investigate. How we reach that final decision to buy has many factors.

Medical science has advanced to the point that we can say definitively that men's and women's brains are structured slightly differently, but enough so that it has direct implications in the way each makes decisions.

In the book, "Change Your Brain, Change Your Life," Dr. Daniel Amen says that the area called the limbic brain in men and women is measurably different. The limbic brain is the part that feels emotion; it's where we store emotionally-charged memories. Because of these vivid memories, the limbic brain tends to filter events through those internal states, creating an "emotional coloring" and setting the "emotional tone" of the mind.

The part of our brain we use

to think critically about ourselves;

to figure out solutions to problems;

to follow through;

to control our drives;

and to learn from our experiences is called the prefrontal cortex -- the thinking brain.

We also express our emotions and experience empathy for those who are less fortunate from that area of the brain. Dr. Amen says it is a scientifically proven fact that women have many more neural connectors between their limbic brain and the prefrontal cortex than men do.

The connection between these two parts of the brain means that women are emotionally wired to think about how they feel in a way that men aren't. With women, being emotional happens automatically whether they want to be or not. Because men are not wired with as many connectors between these two parts, they don't tend to be as bothered by those pesky emotions.

As a result, smart marketers who are trying to reach women buyers need to incorporate the emotional aspects of selling in their marketing. Appealing to both the detailed and the emotional sides of women are the keys to success in attracting female buyers and closing the sale.

Women tend to take a little longer to make a buying decision too. They generally want to compare competitive products to make sure they're making the best choice. And those choices are not based on facts alone. In fact, if two products have a lot of similarities, a woman may rely on her intuition and emotional response to make the final buying decision.

It's essential, then, that your marketing copy includes not only the facts and figures about the product you're promoting, but also the emotional effect that a product will have on your female buyer.

How will it make her feel?

Does it make her smarter, happier, more appealing to others, less worried, more relaxed, have peace of mind, and so on?

Tell your female buyer how the product will improve her life. Your attention to her emotions will also improve your bottom line.

Bio

Award-winning marketer, world-renowned copywriter and creator of "The She Factor®" Lorrie Morgan-Ferrero gives you a sneak peek inside the women's secret thought process to buying. Lorrie has a reputation as the top female copywriter in the info-marketing industry, and is a direct descendant of Ralph Waldo Emerson. After working closely with clients and joint venture partners like Les Brown, Mark Victor Hansen, Alex Mandossian, John Carlton, and Dan Kennedy, Lorrie is dedicated to bringing a new level of authenticity, trust and rapport to modern marketing.

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