While we’ve only scratched the surface of brain study, here’s one fact we do know: a woman’s brain has four times as many connections between the left and right hemispheres as that of a man’s.
Does this make women smarter or more superior than men? No.
Well, some women think it does. Okay a lot of women do, but usually only after a situation involving either a road map, a Christmas tree, or jalapeno peppers.
But I digress.
Here’s how the female brain connection should affect the marketing of your business:
1. The exponential increase in connection means that women take in that many times the number of signals through the brain. Now that’s a challenge for you, because it also means the filter she has in place to reject all of the world’s frippery is mighty ornery, like a curmudgeonly little troll standing between you and her “take action” button. The words you use in your advertising and the experience you create in your store have to be remarkable enough to penetrate that filter and plant themselves in the reward behavior area of her brain.
2. All of those incoming signals are hurtling down the express lane of a superhighway into her right brain - the home of emotional memory, intuition, and experience. She’s not only reading your advertising or web copy; she’s attaching feelings to it. 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.
3. Studies show that because of this brain wiring, women actually have a heightened sense of pain. She’s constantly comparing her current situation to folders in the right-brain file drawer of experience; not only does she pull up a memory, she re-enacts the feelings connected with it. And her emotional memory is so strong, she doesn’t even have to had the experience herself - all she has to do is hear the story from a friend or family member, and she stores it as thought it were her own.
Marketing to women doesn’t mean “color her female” – there’s an actual science to this stuff that should be mighty appealing to all you left-brain logical types out there. Hmmm. I foresee a series of posts on this…