Page 2 - Module 4 - Downloadable Workbook

Selling Across Genders
To sell their widgets across genders, advertisers combine the two approaches below and remove the masculine and feminine extremes. So they may combine messages relating to technical expertise and high performance with the widget’s power to connect people and make the world a better place. Managers can learn from advertisers by doing the same when communicating with their own teams and customers.
Selling to Men
• Belief in the Machine: “This is the best, fastest, biggest widget in the world.”
• Self-focused: “If you buy this widget, you’ll be bigger, faster, smarter.”
• Improve the Formula: “This is the new and improved version of our widget.”
• Expert Selling: “I know everything there is to know about widgets, this is the best one.”
• Impressing: “I have a PhD in Widget Science and have sold millions of them globally.”
Selling to Women
• Belief in People: “This widget will support your connections with people.”
• Other-focused: “If you buy this widget, you will make the world greener, your family happier,
your kids healthier.”
• Reading the Audience: “You’re busy with your multiple roles – this widget will save you time for
the important stuff.”
• Empathetic Selling: “Like you, I’m a working parent with a high-pressure job, and this widget
has hugely helped me.”
• Mirroring: “I’ve used this widget with my kids and colleagues, here let me show you how it
works.”
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