"Sex Is At The Heart of Web Sales" talks to an idea that few if any starting web marketers will consider - the overwhelming presence of women in web shopping. Women dominate retail in the off line world and the same will be (or is) true on the web. Women have specific ways of thinking and acting when shopping - the new web entrepreneur nees to be aware of this - whether they are themselves male or female.
Have you got the message yet?If you want to sell something on the web, a woman is very likely the customer and almost certainly the researcher.
So What? The so what of this lies in the fact that women's buying behavior is radically different from men's. There are Rules for Selling to Women, here's three to get you started:
Rule 1: Men and women are constructed differently.
Stop giggling!!! There is absolute scientific evidence that women smell, hear, see, touch, and process information and emotions differently from men - differences rooted physically in the way brains develop. Iin the eighth week of pregnancy boy's brains are flooded with testosterone reshaping their brain structure away from emotion, communication and empathy and toward aggression and sex drive. This causes deep differences in the way men and women experience the world – including shopping.
Rule 2: Women and Men are motivated and driven by very different perspectives on lifeIf you are writing web text or a sales letter, we feel these different life experiences would lead to different ‘hot buttons' and ways of communicating as between women and men. Women are driven by community, connectedness, nurturing, safety and their brain circuits favor commnication, gut feelings, emotional memory, and anger suppression. Women also have superior verbal skills.
Rule 3: Women have a very particular and specific shopping patternMen are famous for rushing to the store for a single purchase that they make quickly with minimal research and often on impulse. Women don't do that: they make multiple purchases in one trip, are more likely to research the purchase, more likely to take it back, and less likely to be impulsive. Some thoughts:
If you're a man (or a woman who's been brought up on traditional methods), isn't it worth re-orienting your thinking. Absolutely! If you think 80% of the market is worth it. And don't forget, after lots of male-orientation, in many categories, the traditional male targets are saturated; the corresponding women's segments are untapped and virtually uncontested by competition.
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