The Buying Brain: Secrets for Selling to the Subconscious Mind

Chapter 7. The Female Brain Is Buying

At the end of this chapter, you'll know and be able to use the following:

• The how's and why's of gender brain differences

• How to effectively address the female brain's special, hard-wired pre-ferences

• The messaging elements the female brain loves

• Tactics the female brain rejects out of hand

One thing we can say with certainty is that, barring some kind of injury or abnormality, most human brains are very much alike. This was represented by the brain you met in Chapter 4, with the same functions, same speed of processing, and universal hard-wired reactions to primal stimuli available to any other, except for two important exceptions to the rule. First, the brain changes as it ages, as we learned in the previous chapter. Second, the brain of a woman is wired differently from the brain of a man. Let's look at this fascinating variation on the One Brain theme.

Learning about the Female Brain

Trust me; it's not chivalry that prompts me to provide the female brain with a chapter devoted entirely to her marvelous complexity. She's here because, in terms of consumer buying power and influence, she deserves to be.

For the first time in history, more women than men are working full-time. That's because the number of women working has remained fairly constant, while a full 82 percent of the layoffs from the recession of 2009 fell to men in depressed industries like manufacturing and construction, according to the New York Times.

In addition, single women now head ...