Home » Business » Branding

Is Your Book Targeting Men and Women?

Apr 7, 2008
You talk to a lot of people about your book: but do both men and women hear you in just the same way?

The answer is probably no.

It's not a question of chauvinism, sexism, or any other "ism" for that matter. We're just geared differently. And the more you know about these key gender/marketing differences, the more books you'll sell. It's that simple.

So consider these differences the next time you do a radio, TV or print interview to promote your book.

*Just the Facts, Ma'am Versus Telling the Whole Story.

According to the great "Marketing to Women" book by Martha Barletta, a book I often refer to, men tend to strip propositions down to the "nuts and bolts," to the bottom-line reasons for buying or not buying. And the faster they can do that, the happier they are. Think of this as a sort of Dragnet, "just the facts, Ma'am, buying philosophy.

Women, on the other hand, tend to be more information driven. You could say, the more information, the better. This is almost the opposite for men. Martha Barletta says women are looking for "the Perfect Answer." Now I realize this is a generalization and there will always be loads of exceptions to any "rule" but women tend to want more surrounding data than men do before acting.

You might try testing the above research in your next interview, talk about your book in "headlines," outlines and shorthand if you're selling to a predominantly male audience, but tell as much of the whole story as you can if you're selling mostly to women.

And, as I wrote before, if you're speaking to both genders, blend the two approaches. Decide ahead of time how to present the nuts and bolts case as well as the "inside scoop." Maybe begin a new interview direction by doing a quick outline that covers the basics, the facts, then launch into stories that flesh out the topic, and just repeat that formula until the interview is over. There's another thing you need to know about marketing your book to men and women.

The Value of Warm and Fuzzy.

If you'll forgive another seeming cliche, women tend to care about the things they buy. Here's what Barletta wrote in her book: "Remember that women's gender culture is geared toward empathy rather than aspiration." She goes on to write about a hypothetical SUV ad campaign that might have particular appeal to women it wouldn't talk in terms of "our 270 horsepower engine" but instead of our "4,000 pound guardian angel."
About the Author
Marsha Friedman has been a leading authority on publicity for authors for nearly two decades as CEO of Event Management Services, Inc (EMSI). If you would like to receive her free Ebook "How to Be a Great Talk Radio Guest" visit http://www.emsincorporated.com.
Please Rate:
(Average: Not rated)
Views: 219
Print Email Report Share
Article Categories