Why Doing It in the Dark Is Bad for Business

Women want to feel

If you’re marketing to women and you don’t make a connection with the way they live their lives, it’s like you don’t care.

Yes, I hear you saying, “But Kelly, ‘feel’ has more than one meaning.” True! Studies show that both women and men engage more with a product if you appeal to their sense of touch.

Men want to see

So if you’re marketing to men and you’re only describing emotions, it’s like you’re refusing to let them turn on the light. Why wouldn’t you want to let them see?


Tip: Make your benefits visual as well as emotional, to reach out to both men and women. Better yet, narrow your focus: If you know your Ideal Customer is a man, just turn on the light!

Searching for a sensational bed-headline with long-lasting benefits? Click here. If you just want to see something quick, try this out. Go on. You know you want to.


Grow and be well,

Kelly Erickson