Wonderbranding: Michele Miller Part 2

The first part you find here.

If the targetgroup is women but it’s a man who buy it? Who you then speak to and talk with. “There is no such thing as marketing to women” – effective marketing to women does not exclude men. Marketing to women require more connectiveness and more bandwidth. There is marketing to the left or the right hemisphere of the brain.

4. Speak to her in a language she understands.

Using the energy/moment-legacy matrix to find tonality and ways to work out what to say.

Bit by bit to learn about the neighborhood. Taking the Myers-Briggs into marketing:

Internal Energy/In The moment = Competitive. Often mistaken being cold and a bitch. But process things inside.
- Characteristics: Determined, Ambitious, Cultured, Courageous, Driven, Independent, Private. Goal oriented: focused, strong will to succed, organized:
- Words: “award-winning, 40 years of experience, finest, certified, efficient state-of-the-art, masterpieces, gourmet, "How did you do that?””
External Energy/In The Moment =Spontaneous.
- Characteristics: Creative, unpredictable, unconventional, free-spirited, dynamic. Love trends. Short attention span.
- Words like “exciting, unique, around the world, try on a whim, spend your time creating”
Internal Energy/Leave a legacy = Methodical. Very focused on leaving a legacy. Perfectionists and hard on themselves.
- Characteristics: Logical, efficient, analytical, far-sighted, Wide streak of perfectionism, number facts and knowledge. Confused by emotion.
- Words: cost, no trouble, everything you need, we’ll have everything waiting, mix, cook and go!
External Energy/Leave a legacy = Humanistic.
- Characteristics: Long term vision, care-giver of the family. Personal, giving, modest, tend to come last in planning or purchasing, flexible, physical, cautious, socially aware, makes great leaders.
- Words like: “dinner superhero to your family, experts are on hand to help, help, we’re there as much as you need us.”

We do often not take the time to stop to think what our business is and who we are as marketers. Five minutes to write down how to meet those different people. (If someone want to write their sentences in the comments you’re welcome.

The world is more “feminine” in the need of processing. Pearl Strachan say that words needs to be handled carefully since they are stronger than atom bombs.