You might think, based on their historical role as household provider, and head start in dominating the higher echelons of business, that men would have greater purchasing power than women. However, consumer research indicates the reverse is true and that women either control or influence 83% of all consumer spending in the US.
It’s clear, therefore, that if you’re looking to sell pretty much any consumer product, whether exclusively to men or otherwise, the power behind the wallet is the most important female in their life, typically the wife or girlfriend. This suggests that businesses that sell products intended for use by men need to carefully consider the tastes of their primary style influencer in product and packaging design, as well as in how they market their product.
With the rise of feminine power, there is a need for men to change their way of being from problem solver to encourager-in-chief, which involves a toning down of the “lead dog” energy and calling forth of an energy that acknowledges inherent female strengths. In order to do so, the male will do well to seek to understand those strengths within their own energy, as we’re all blessed with access to what we might view as both male and female character traits.
One strength of females is intuition, which folklore has tended to categorize as exclusively female, when this is not the case at all. Anyone, male or female, just needs to focus attention on developing intuition, and they will start to notice the mind and body responding to this new interest with the emergence of previously unnoticed sensitivity, both emotionally and physically, to their most important relationships. It is only because we have ignored our 6th sense that it would not already have introduced itself.
Another female strength is collaboration, development of which is a major personal growth opportunity for anyone in business, for example. Women automatically access through their DNA the ancestral patterns of female ancestors, all of whom have raised children, managed families, networked and/or shared duties with other mothers, so that collaboration is second nature to them. However, men have just as many female ancestors as they do male and, when desired, can access the skills and talents of female ancestors through intention. The RNA, the communication vehicle for accessing the gifts in our DNA, is continually activating strands of DNA in response to our desires, and will do so in this instance as well.
A third female strength is multi-tasking, yet another skill that is increasingly useful in today’s “always on” world. Once again, we men only need to ask our RNA to help us find these talents within our ancestry or DNA, and we can master multi-tasking just as well as our female counterparts.
So, how does this relate to marketing to prospects for men’s consumer products?
Now that you’re aware of the primary role women play in influencing these decisions, you can ask your RNA to activate within your DNA the traits that stimulate buying behavior in those who will influence the buying of your products. Your RNA is intelligent, also communicates with others’ DNA, and will activate within your DNA whatever traits you need to help you design, package and market your product to appeal to all involved in the buying decision.
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