Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand

WOMEN TRUST OTHER WOMEN

It’s not that women don’t trust what men say; it’s that women feel a deep connection to other females. And sometimes, we think that only another woman can understand what we’re going through, what we’re scared of, and what we need and want. Maybe it’s because women tend to have so many different roles: wife, mother, daughter, friend, worker, head of household, homemaker, family nurturer, and more. Women do a lot for their families and have to meet a lot of demands. So do men, of course, but study after study has shown that, on average, women put more hours into running their households and taking care of their family each week than men do.

Therefore, women tend to feel that other women understand and empathize with those demands—and can guide them, honestly, in ways to manage those demands. Women also open up with other women and share personal stories or frustrations that they might not divulge to anyone else. They are counting on the fact that another woman will understand them, not judge them—and will, in fact, be able to help them.

Women don’t think other women will lie to them. We count on one another to be candid and honest and steer us in the right direction. So you can see why the mommy bloggers can be so influential. If a woman respects another woman who says, “Go here and buy this” or “Don’t ever buy this product or service,” they tend to take that recommendation as gospel. We don’t doubt it—we trust it. And we appreciate it.

What we get from such ...