A friend emailed this joke, which I found simultaneously funny and educational:
The Wife’s Diary Entry:
“Tonight, I thought my husband was acting weird. We had made plans to meet at a nice restaurant for dinner. I was shopping with my friends all day long, so I thought he was upset at the fact that I was a bit late, but he made no comment on it.
Conversation wasn’t flowing, so I suggested that we go somewhere quiet so we could talk. He agreed, but he didn’t say much.
I asked him what was wrong; He said, ‘Nothing.’ I asked him if it was my fault that he was upset. He said he wasn’t upset, that it had nothing to do with me, and not to worry about it.
On the way home, I told him that I loved him. He smiled slightly, and kept driving. I can’t explain his behavior I don’t know why he didn’t say, “I love you, too.”
When we got home, I felt as if I had lost him completely, as if he wanted nothing to do with me anymore. He just sat there quietly, and watched TV. He continued to seem distant and absent. Finally, with silence all around us, I decided to go to bed.
About 15 minutes later, he came to bed. But I still felt that he was distracted, and his thoughts were somewhere else. He fell asleep; I cried. I don’t know what to do. I’m almost sure that his thoughts are with someone else. My life is a disaster.”
The Husband’s Diary Entry:
“A four putt! Who the hell four putts?!”
Funny, eh?
Here’s the educational part:
Although this may be a slightly exaggerated example, it clearly reminds us how men and women think differently.
So if you want your ads, web copy and other sales pieces to grab your prospect’s attention, you need to write in a way that appeals to their gender.
Most of us have both male and female customers. But if you dig through your stats, you may be like the majority of us where most of the decision-makers (a.k.a. buyers) are female.
But even if you do have a mix, the safest way to communicate with your audience is by
using softer, or more feminine copywriting language. Masculine language is emotionally
confrontational and aggressive. Feminine language is emotionally supportive and builds
relationships.
Now this doesn’t mean to be sappy and boring. You still need to use action words and
have a clear call to action. It just means don’t yell at the person. Here’s an example:
Masculine language:
“Hey, if you aren’t disgusted by your belly hanging over your belt buckle and you don’t care
women think you’re a hairy slug, then keep shoving those Twinkies down your pie hole
because this weight-loss program is not for you.”
Feminine language:
“If you’re not ready to lose those extra pounds because you have too much going on in
your life right now, that’s ok. This program requires commitment and isn’t
right for everyone. But when you’re ready, we’ll be here eager to help you shed those
extra pounds and keep them off for life.”
Granted, this is an exaggeration, but do you see the difference? Feminine language
is more supportive. It acknowledges the reader and respects their feelings. There’s no
hard sell or bullying.
Personally, I prefer this style because no one likes being sold to. But I’ve seen the
masculine language used effectively. Again, it depends on your audience and what
you’re selling. If you’re selling a video teaching 25-year old single men how to pick up
women in bars, then you probably need that in-your-face language.
But when you’re appealing to a mixed audience, be sure your language:
- Doesn’t yell at or accuse the reader
- Makes the reader feel safe and supported
- Uses positive words and phrases