Categorized | Business


When in Rome…

By Tom Irmen

So just what planets are your clients and potential new customers from? “Men Are from Mars, Women Are from Venus,” the best-seller first published in 1992, has gone on to sell more than 50 million copies. This now classic guide to relationships has helped both men and women understand that the opposite sex communicates much differently. While we use many of the same words, they can mean different things to men and women depending on individual needs, desires, and behaviors.

This communication challenge is much the same as having two individuals – one American, the other Italian – read the same sentence, but in their native language. While the message is the same, neither understands the other.

More perplexing is the fact that men and women, both reciting the same message, and in English, can actually perceive the message differently.

If you’re a small business owner, you’ll need to carefully consider who your target audience is, and carefully craft your message to resonate with that audience. Here’s an example.

If you’re a kitchen remodeler, men are more likely to respond to functionality, whereas women will likely view functionality to include the kitchen, say, as a gathering place. A place where the family gathers, communicates, and shares. Where grandmother helps prepare a holiday feast for the family, and where children participate in a holiday cookie assembly line.

If you’re a Realtor, know that women don’t view a house merely as a shelter, but also as a home where a lifetime of memories are created, enjoyed, and shared.

If you have successfully differentiated your company in the marketplace, great. But if you have a one-size-fits-all message, not so great.

Just who is your target audience, and just how should you tailor your message? A great place might be to read, or re-read, the aforementioned book. You might also seek out the advice of the opposite sex who can help you craft a well-thought out marketing strategy designed to achieve the results you’re after.

Speak your target audience’s language, and enjoy the success that is likely to result.

When in Rome…

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