Hello, my name is Maria, and today we’re talking about “Why She Buys” by Bridget Brennan.
This book is intended to give you strategies to reach the most powerful consumer in the world.
Up until middle management, women are able to have their voices heard and actively participate in business decisions.
But women are not present in upper management when it comes to how we create advertisements.
When you think about it, it makes no sense at all.
Thinking that we can market to women, without having women in upper management involved in the marketing and decision-making process.
We have plenty of men involved in making decisions of how we should market to men.
Why can’t we do the same for marketing towards women?
Especially when it comes to how the brain is structured.
And so, Brennan highlights the differences and uses scientific and factual data to back this up.
One key difference in how our brains are structured is that the part of the brain responsible for memory and emotion is considerably bigger in women.
Now this is important to understand because it would explain why women are better at expressing their emotions and remembering important events.
Another difference is that women use the left and right side of their brain when speaking and this would explain why women find verbal communication easier compared to men.
Generally, women prefer instructions that involve landmarks.
Meaning, turn right at the McDonald’s sign ahead.
Whereas men prefer understanding the route and therefore would prefer having a map.
There are definitely biological aspects that play a role in how we perceive things.
If we know that men and women have different perceptions of space, and we know that the way our brains are structured in terms of verbal communication are different, and if we know that women tend to have a stronger capability to emotions and a stronger memory, these are important factors to consider when creating a marketing campaign and targeting our audience.
Now the third and final point that I found really interesting is being able to balance these differences.
We focus on trying to see how we’re all the same, men and women are equal.
We’ve started to forget there’s biological differences between how men and women function.
And that’s not to say that we’re better or worse, it’s just a matter of understanding that we’re different.
Women a lot of times struggle to make people aware of these differences of how they perceive things or how they feel about things because they are worried that they are going to risk being perceived as different.
And so it really puts women in a difficult spot balancing being able to say yes I’m equal, we’re the same, we deserve the same rights and we should be treated the same but also understanding that actually, you know what, the way I perceive things may actually be different.
It’s not just her opinion, but she’s using data and scientific information to give us a better understanding of how women function in the consumer purchasing process.
I also like that she goes over specific gender differences and explains why these exist and then shows us what the business implications are for these differences.
So she really takes us through step by step what differences exist, why they exist, and how they can affect our business.
And that’s something very important and is helpful in understanding how we can improve our business.
The only negative I found with this book is that there are these two great sections that talk about how gender is important in China and India and how that affects business.
But I think we could have gone more in depth and shared more information and given more of a global perspective to this book.
I think if you’re developing a brand or a product it will give you a better understanding of the value of reaching out to women.
Even if your product is not specifically targeted at women, this book will help you understand how important their role is in the purchasing process.
I also think if you’re a male marketer you should definitely read this book.
Because it will give you a bit better understanding of women’s perspective on a lot of things.
Having empathy, being able to understand where other people are coming from.
So that’s it, that’s my book review of “Why She Buys” by Bridget Brennan.
If you have any questions about this book or if you read this book and you want to tell me your thoughts, please let me know in the comments below.
If you want to see what I talked about here in a written format or you want more information on the author please head over to my blog www.promotekdbook.com.
Next week I’ll be reviewing “Zero to One” by Peter Thiel.
It’s a book I just finished and I love it and I can’t wait to share my thoughts with you.
But until then, keep reading and keep learning.
==========================================================Purchase Link: https://www.amazon.com/dp/B002FQOHVK