Busy Busy: Is She Too Busy, Or Just Too Busy For You?

Half Truth: Women are too busy to spend time on themselves.

Whole Truth: Women are busy, but they’ll make time for the things they really want to do.

Over the last couple of years, we have started to notice a trend. Even the busiest women are finding all kinds of ways to play hooky by either accepting less ambitious goals for themselves or secretly doing fun stuff, like spending hours online under the guise of work.

In research we did for megasite about.com, women, claiming they are doing research for their families, admitted that they quickly drift into shopping, downloading from iTunes, playing games, posting product reviews, and just zoning out on favorite blogs and sites. If women are so pressed for time, you’d think surfing the Internet would be squeezed into the scarce wee hours. But though midnight pops for women’s online usage, the Whole Truth is she’s online all day at her computer in the office, her BlackBerry in the checkout line, checking her cell when she awakes. Interestingly, moms of young kids, likely the most time-squeezed women, are online the most.

Brands that create escapes for women find that they are only too willing to spend their time and money, when the reason is right. Look at the hours spent posting e-pinions and downloading music. How many women get intoxicated with the craft details on etsy or the product descriptions on eBay? Tripadvisor is a delicious way to fantasize about potential vacations, and photo websites such as kodakgallery have women cataloguing memories like professionals. All these activities take time women are willing to give, no matter how crammed their schedules are. Don’t assume that ‘I’m too busy’ means she is. She’s only too busy for what’s boring or unrewarding.

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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