The Buying Brain: Secrets for Selling to the Subconscious Mind

Chapter 8. The Mommy Brain Is Buying

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

• The difference between a female brain and a mommy brain

• Why maternity enhances certain brain functions

• What specific consumer behaviors and preferences mommy brains share

• What entices and what repels the mommy brain

If marketing to Moms hasn't fully registered on your radar, consider this the next time you walk by a playground or school yard: From diapers to dinner, clothes to minivans, over-the-counter (OTC) medications to the parcel tax that paved the parking lot and the supplies and elbow grease that built the nontoxic play structure, the Moms there made it all happen.

Step into her circle and you'll hear Moms discussing in detail what products work, and which don't. In her e-mail box, you'll find Mom-to-Mom alerts on everything from the recall of strollers to endorsements of Old Navy to fierce political activism to calls to support sick girlfriends by organizing networks to provide dinner, rides, child care, you name it.

Should a suspicious visitor wander too near, you'll see immediate protective reactions, ranging from watchful waiting, to packing up the children and alerting the authorities, and, importantly, notifying the Mom network to stay away from the park.

These Moms, and the millions like them across the country, are an army—mobile, nimble, vigilant, and powerful.

If your product or message hits home with them, you have won over powerful allies who will support you ...