Studies have shown that the male sees his relationship to others in terms of higher-lower, faster-slower, first-second. A female sees her relationships in less competitive terms: similar to-different from, know her-don’t know her. Thus advertising that says others will be jealous if you own this product works with men, but is off-putting to women. Women want to be able to say: “Yep, that’s my life. If that product works for her, it’ll probably work for me.” Women also relate better to “warmer” than to “winner.”
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Martha Barletta is the author of Marketing to Women: How to Understand, Reach and Increase Your Share of the World’s Largest Market Segment