Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Marketing to the Sexes

Simple in one sense—it's all about hormones. The basic behavioral differences between men and women are influenced by these powerful fluids throughout our lifetimes. And it is just these differences that make a difference in successful marketing to the sexes.

Here is a list of behaviors to consider when targeting a product or service to one sex versus another.

• Impulsiveness. In general, men tend to shoot from the hip and women are more reasoned in their thinking. But impulsive should not be confused with compulsive. Women are compulsive shoppers. Men, by and large, are not. Back to the main point—I might wake up one day and decide to go buy a high-end Lexus. My spouse or gal pal isn't wired that way. A woman usually needs ...