In order for your marketing strategy to be effective, you must first decide if you are speaking to waffles (men) or spaghetti (women). Adjusting your language based on the gender demographic will significantly improve your return on marketing investment.
Book cover artwork from Men Are Like Waffles Women Are Like Spaghetti by Bill and Pam Farrel
The Spaghetti Factor
When marketing to women, keep in mind that women tend to opt for safer choices than men. They are less comfortable with risk, and security plays a big part in their decision making process. By positioning your product or service in the marketplace as the “proven” option and using phrases such as “in business since,” “guaranteed,” or “satisfaction or your money-back” will improve your results.
Since women often will ask more questions than men (it’s the risk thing again), be extra prepared to back up your claims and train your staff well on your product or service. If they can’t answer the questions, you may lose the opportunity.
Finally, women connect everything in their life together (thus the spaghetti analogy). It’s not just a car – it’s the only thing between our children and the reckless driver; it’s not just a family vacation – we are building memories; it’s not just a toy – it’s developing the brain of the child we love; and it’s not just school clothes – it’s the outward image of modesty that we pray our preteen daughter will embrace for her lifetime.
Waffles Have Nice Neat Boxes
Men tend to divide their thinking into separate boxes (like a waffle). They ponder one issue at a time, and consider the solution for that one problem only.
When marketing to men, keep the offer straightforward using a rifle shot approach instead of a shotgun blast. Demonstrate the problem that men relate to and then present the solution – which is undoubtedly your product or service. Presenting too many issues, problems, or ideas at once could cause the male prospect to defer or discard the need for a buying decision altogether.
Men also tend to be more singularly focused. When they are at work, they are focused on work. When they are putting up the Christmas lights, they are focused on those lights. When they are watching football, well…you get the idea. So timing plays an important role in your approach to this demographic. Consider your product or service and determine the best opportunity to approach your prospect. For example, if you are selling a business related product, don’t mail a postcard to a home address.
Lastly, men are problem solvers by nature. They focus on one problem at a time, size it up, then work to solve it. They are looking for the bottom line and the fastest way to get there. Position your products or services as the “best deal” or “highest value” and you will be speaking the right language for this prospect.
