Four Tips to
Build Hot National Buzz
For Your Product, part 2
Your Book Targeting Both Genders? By: Marsha Friedman
to a lot of people about your book…but do both men and women hear
you in just the same way? The answer is probably no.
not a question of chauvinism, sexism, or any other “ism,” for that
matter. We’re just geared differently. And the more you know about
these key gender/marketing differences, the more books you’ll sell.
It’s that simple. So consider these differences the next time you do
a radio, TV or print interview to promote your book.
the Facts, Ma’am” Versus Telling the Whole Story: According to
the great “Marketing to Women” book by Martha Barletta, a book I
often refer to, men tend to strip propositions down to the “nuts and
bolts,” to the bottom-line reasons for buying or not buying. And the
faster they can do that, the happier they are. Think of this as a
sort of Dragnet, “just the facts, Ma’am,” buying philosophy.
on the other hand, tend to be more information driven. You could
say, the more information, the better—almost the opposite of men.
Martha Barletta says women are looking for “the Perfect Answer.’ Now
I realize this is a generalization—and there will always be loads of
exceptions to any “rule”—but women tend to want more “surrounding”
data than men do before acting.
might try testing the above research in your next interview—talk
about your book in “headlines,” outlines and shorthand if you’re
selling to a predominantly male audience, but tell as much of the
whole story as you can if you’re selling mostly to women.
I wrote before, if you’re speaking to both genders, blend the two
approaches. Decide ahead of time how to present the nuts and bolts
case as well as the “inside scoop.” Maybe begin a new interview
direction by doing a quick outline that covers the basics, the
facts, then launch into stories that flesh out the topic…and just
repeat that formula until the interview is over.
another thing you need to know about marketing your book to men and
Value of Warm and Fuzzy: If you’ll forgive another seeming
cliché, women tend to care about the things they buy. Here’s
what Barletta wrote in her book:
“Remember that women’s gender culture is geared toward empathy
rather than aspiration.” She goes on to write about a
hypothetical SUV ad campaign that might have particular appeal to
women—it wouldn’t talk in terms of “our 270 horsepower engine” but
instead of our “4,000 pound guardian angel.”
put, if you’re doing media interviews to promote your book, you will
be talking to a split gender audience, so it’s vital you know how to
tailor your message to both men and women for a
Forget: Despite these various appeals to women, don’t make the
rather large mistake of “going pink.” That’s when companies make an
obvious “women-only” appeal. It doesn’t work. Women will only
consider it corporate patronizing and end up resenting
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about Marsha Friedman.
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