Ain’t I A Woman, Part 4

Ok, here it is the final post on a business (marketing) book I’m reading, Why She Buys.  Someone please remind me to NEVER try this again.  I am a storyteller and enjoy telling and hearing a good story.  Writing these posts has felt like I’m doing an essay for a college writing assignment.

Don’t get me wrong.  Why She Buys is a fascinating read and it’s got me really thinking about how to apply this information in the long term for my online business.   It’s not the book.  It’s me.  I like to share my stories.  I think if I had taken the approach of sharing a few lessons I learned for this book,  I would have enjoyed this series of posts more.  Ah well… You live and you learn.  I will say I thought several times about abandoning this post and Part 3.  I chose not to because this an exercise in me finishing what I start.    I know there are areas of my life that I would have been further along in, IF I had stuck with my pursuits long enough.  Well, that’s a different post for a different day.

Today’s post (briefly) describes the final 3 gender differences discussed in Why She Buys.

Gender difference #3:  Women appreciate the little details of their experience with your product or service and will tell their friends about it.

According to Brennan, here’s how to better serve a woman in that regard:

• Don’t lead with HOW something works – lead with the practical benefits.  How can this product make my life better?
• Give her a reason to buy from you.  Can you provide any endorsements or testimonials of your product?
• Tell her a story to bring your service to life.

Gender difference #4: Women have better memories for details – pleasant and unpleasant

When you are designing or creating your service or product, consider and (if possible) ask her what is important to her and the other people that she buys for.

Gender difference #5: Women avoid conflict situations.  Men avoid emotional scenes.

This is one of the differences that I questioned.  I think (some) men may not show their emotion, but they still have them.  I think conflict causes an emotional response from just about everyone, man or woman.   Am I wrong? Don’t most people avoid conflicts?   Maybe I’m proving the author’s point by even asking this question.

Please, leave me a comment regarding any of the 5 gender differences.  I’m curious to know your thoughts.  Do you think this is a stereotypical view of the psychology behind women as consumers?