WEEK 9

HOW TO IMPRESS A WOMAN, HOW TO IMPRESS A MAN

A woman
-Compliment her -Respect her -honour her
-Cuddle her -Kiss her -Caress her
-Love her -Stroke her -Tease her
-Comfort her -Protect her -Spend money on her
-wine and dine her -Buy things for her -Listen to her
-Care for her -Stand by her -Support her
-Hold her -Go to the ends of the Earth for her

A man
-Show up naked -Bring food

Gender responses
In a research a group of people were bought into a room and later asked to remember various items there.
The men remembered the big pictures like of an office like a location of a desk or a bookshelf.
The women remembered more intimate details like a vase of flowers in the corner or a picture of a husband and wife on a bookcase.

Men’s approach to buying and communication
Less patience with long copy.
Less disposed to pictures.
Look for clarity and simplicity.
Fewer men’s lifestyle mags than women’s lifestyle mags.
Men to be relatively obsessive and have narrowly defined hobbies.
Men look for humour in ads.
Men’s humour is more cruder and is likely to be aggressive.

Implications for advertisers
For women
Ads often are more detailed for example toiletry ads.
Women appreciate very fine distinctions, such as five different variations of shampoo for curly hair, straight hair, oily hair, dry hair etc.

In direct mail women respond to an emotional style.
Charities have tended to use a female/emotional style of writing in their fundraising mail shots.

For men
Toiletry ads focus on a single product.
Men think in a more macro way and need to be shown the big picture.
Men respond to a factual style.

A re written factual letter for men generated a response of 85% better than the original female pack.
When the male/factual version was sent to women response rate was 15% lower than the original.