She-conomy

It’s no big secret that men and women think differently, but the how and why is where it gets interesting. Especially when your marketing dollars are riding on it. A single word can make all the difference. Michele Miller, author of The Soccer Mom Myth, points out in a post on her Wonder Branding blog, that women have four times as many connections between the right and left brain hemispheres than men. While that doesn’t make a woman smarter, it does in fact change the way she processes information—and more importantly how she filters out the excess.

Take Nothing for Granted
According to Miller’s scientific research, because a woman’s brain has the ability to accept more signals, she is equipped with stronger filters. So even though you gain additional points of entry, your challenge as a marketer is finding a way around additional gatekeepers who guard her “take action” button. One particular hurdle is her strong emotional memory, which constantly gauges current situations against past experiences. All those signals flow to the right side of the brain. “She’s not only reading your advertising or web copy; she’s attaching feelings to it,” says Miller. “One critical word can make the difference between driving her to flip the page or compelling her to pick up the phone and find out where your store is located.”

How She Thinks and Feels Means a Lot to Your Bottom Line
Women are making 85% percent of all brand purchases and 91% of all new home decisions in the United States. So, understanding how they think, feel and react is key in getting a leg up on your competition.

Click here to read more: Why Her Brain Matters

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Stephanie Holland is President and Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is mostly dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers helping them successfully market to women. Subscribe to She-conomy by Email

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