Category: Health

Marketing to the Female Brain

Category:Business | Financials | General | Health | Technology

The differences between women and men are not only well-documented, but frequently at the heart of jokes and good-natured ribbing. The fact is, men and women simply are wired differently.

In human relationships, women tend to communicate more effectively than men, focusing on how to create a solution that works for the group and talking through issues. Men tend to be more task-oriented, less talkative, and have a more difficult time understanding emotions that are not explicitly verbalized. Men typically prefer to peel away the extraneous detail and focus on the job at hand. To women, however, those details add richness and depth and are a very necessary part of their decision-making process.

Here are some of the neurological reasons for these differences:

The Basics. The male brain is organized in a neatly structured and compartmentalized way, where the female brain is more web-like and networked in structure.

Female brains have four times the number of connections between the left and right sides of the brain, which means they have to process information four times faster than men and take in four times as many signals that must be filtered.

Men have “The Big T” – testosterone – which is responsible for many of the male personality traits like self-assertiveness, competitiveness, risk-taking and thrill-seeking. Men also tap the right side of the brain, but not as often as women, or as deeply. While the male brain goes from point A to point B in a linear fashion, the woman’s brain operates in a more circuitous fashion.

The parts of the brain that control speech and language are more pronounced in females. Yes, women talk more. Typically 12,000 words a day more. But that means, given the right circumstances, women are 10-20 times more likely to share those good experiences and become walking advocates for a brand.

Reaction to stress. Men tend to have a “fight or flight” response to stress situations, while women approach these situations with a “tend or befriend” strategy. The reason for these different reactions to stress is rooted in hormones. The hormone oxytocin is released during stress in everyone. However, estrogen tends to enhance oxytocin, resulting in calming and nurturing feelings whereas testosterone, which men produce in high levels during stress, reduces the effects of oxytocin.

Emotions. Women typically have a larger deep limbic system, which promotes bonding and nesting instincts, and enables women to better express their feelings than men. The down side to this larger deep limbic system is that it also opens women up to depression, especially during times of hormonal shifts such as after childbirth or during a woman’s menstrual cycle.

One of the key ways that marketers can better engage with women is to understand what makes her uniquely female. And understanding that doesn’t mean they will alienate men in the process. On the contrary, while women expect more from the brands and products they do business with, men ultimately benefit from those high expectations as well. So if a brand meets the needs of the woman, typically it will exceed the needs of the man.

Innovation Is The Key To Battling The Recession

Category:Business | Health

It goes without saying that we’re currently in a poor state in the world. Even those who don’t watch TV and don’t receive newspaper and don’t access the internet know; it’s hard not to when it effects almost every single thing around you.

Companies are struggling and going out of business altogether in some cases, even some of the titans that we thought would always be around have proved that they aren’t susceptible to cutbacks and a lack of public spending. It’s kind of one of those situations for businesses and consumers alike that seems that we’re walking down a tunnel with seemingly no end, but things inevitably seem that way when things are going badly.

What we need to try to escape this pit is innovation. Many could argue that innovation costs and in a time when every penny counts, that’s wishful thinking. However great innovation and modernising and streamlining a business doesn’t have to cost the earth. For example, one area where a lot of businesses tend to ignore is their admin departments and other areas where there is a lot of paperwork to deal with. Think about it; these days there is so much time wasted on the use and searching for paper and documents that are needed at any one moment. Plus documents can become lost of misplaced by other members of staff making life harder and more time wasted in finding a little information.

So how can this area be streamlined? Two words; document scanning. Document scanning is one of the most overlooked services in business today as it offers so much for businesses, costs very little to get into place and can save on so many levels in both the long and the short term.

Ok, so it sounds a little simplistic but what it offers isn’t. Getting all of your documents scanned has multiple benefits in both time and space saving, as well as improving efficiency. The other great thing about document scanning is that, depending on the quantity that you have, it can cost as little as a penny per sheet to have them scanned and indexed. Indexing is, to put it simply, naming the file with relevant date, whether this be a client name, a reference number, or anything else that is on the sheet that you would deem relevant when searching for that particular document.

It’s also possible to get your documents making completely text-searchable thanks to OCR scanning technology, which would therefore enable you to search entire documents looking for particular references, which is very useful for extensive searching and for collecting all documents relating to a particular client or reference.