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Empty Promises: Hand-In-Hand With Good Intentions
Half Truth: Women make strong commitments to a healthy lifestyle.
Whole Truth: Women have the best of intentions, but life gets in the way.
Women talk a good game of sticking to promises, even if they don’t actually follow through. They really do hope to organize their lives, stay on top of their finances, and take control of the unbelievably large amount of time they spend online. So how can marketers capitalize on their Good Intentions without getting shortchanged?
In face-to-face research, the first simple step to eliciting a woman’s Whole Truths rests with a one-word question: ‘Really?’ When a woman starts to preach about her rigorous beauty regimen (‘I never go to bed without carefully removing my makeup’) or how she plans to use all the applications of your new tech toy (‘I always read the entire instruction manual first’), try following up with ‘Really?’ in your most amazed, shocked voice. Let the word hang in the air for a moment. It’s funny how women will laugh and begin to confess how many times they have strayed and what they really do.
Want to see a Half Truth exposed in front of your eyes? In work we did for a healthcare marketer on chronic heartburn, women claimed that they avoided spicy foods. But when they arrived at the research venue, we put them to the test with a covert experiment. We offered a choice of bland turkey sandwich or lasagna with garlic bread. Guess which entre was decimated? (Proof that they were telling a Half Truth of Good Intentions!)
Want to learn more about Half and Whole Truths? This post is straight from our book, What She’s Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It. Read the first chapter online HERE, and grab a copy for yourself from Amazon.
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