Women Put People First, Last and Always

Personally, if I read one more article that says, “Women are all about relationships,” I think I’ll choke. Relationships is such a mushy word, don’t you think? On one level, it’s mushy-gooey- it sounds as if women go around desperately looking for someone to be nice to them. On another level, it’s mushy-ambiguous: one poor, hardworking word has to cover our connection to our spouse or best friend, a work acquaintance, or a sales clerk in the department store.

While I don’t want to get mired in the relationship swamp, I do think it’s fair to say that women are more likely than men to think that people are the most important and interesting element in life. To them, it’s self-evident that when you come right down to it, it’s all about people.

Baby GirlBaby girls only three days old sustain eye contact with adults twice as long as newborn boys. As early as four months, girls can distinguish facial features and tell the difference between photos of people they know and people of strangers- while boys can’t. As we get older, these tendencies remain in place. A study conducted among teenagers used a stereoscopic headset to lash simultaneously a different image to each eye. One eye saw an object, the other a person; it was up to the brain to decide what it had seen. Consistent with everything else we know about them, girls more frequently reported seeing the person, while boys saw the object.

This difference in orientation extends to the external, beyond perception and focus; it’s behavioral as well. I think few of us would be surprised to learn that when video cameras were placed in a college cafeteria, researchers learned that college girls talked mostly about the people in their life, while boys were more likely to talk about sports, politics, tests and class work.

Knowing that women put people first changes the way marketing should work. Currently, sales efforts are product based (features and benefits, anyone?). Loyalty programs are based on stuff (points, miles, perks). Most advertising promotes a thing instead of how that thing relates to people.  If women are interested in people, not things, how can your marketing take advantage of this fact (and get ahead of your competition in marketing to women)?

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About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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