How to sell to men and women: the difference between the target audience

The target audience of certain products in affiliate marketing differs by gender, among other things. For example, in gambling or betting, it is mostly men. In contrast, there are more women in the product or nutra industry. What is the reason for this, how to distinguish this audience, and why it is necessary – read in the new review by Affhub.

How men and women perceive advertising

It should be noted right away that this text will contain many generalizations that do not apply to absolutely every representative of a particular gender. And it is quite possible that the following theses will not describe you or your friends. However, affiliate marketing is aimed at the majority of people. So let’s talk about them. 

Physiologically, men use the left hemisphere of the brain when making decisions, while women use the right. Accordingly, men are more rational about shopping, while women are more emotional. 

That’s why when advertising goods or services for women, a hero is more often used to make the target audience sympathize with or be happy for them. Whereas for men, the advantages of a product are more often mentioned.

In addition, women are more likely to buy online. Thus, according to WapStart, 22% of women respond to mobile advertising, while only 17% of men do. 

Of course, men are also influenced by emotions. But for the most part, they are either aimed at provocation or humor. However, men are more likely to pay attention to rationality than to the emotional component when making their final choice.

How men and women perceive advertising and announcements

Generalizing again, most women like the process of buying or choosing a product. They can spend much more time on it than men. After all, for the latter, the purchase itself is more important. In fact, for men, buying is a task that needs to be solved and forgotten as soon as possible. That’s why women are more likely to pay attention to details, while men are more likely to pay attention to the essence of the offer.

Color schemes are also important. For example, women prefer warm colors – light and light shades. Whereas men prefer dark saturated colors. Of course, this is also a generalization, but it describes trends.

There are also differences in the perception of text. For women, it should be banally larger. It may contain some “poetry”, reflections, etc. Whereas for men, it will be enough to summarize the main advantages, such as “guarantee”, “deposit bonus”, “24/7 support”, etc.

How to sell to men and women

There are several factors that influence the buying behavior of men and women. Let’s look at each gender separately.

How to sell to women

Women have two key motivations for buying a product or service. The first is to make themselves better. The second is to make their environment (home, husband, etc.) better. 

The former includes purchases of clothes, cosmetics, gym memberships, various trainings or courses. The latter include household or yard goods, men’s clothing and accessories (very often women buy such goods for their husbands or together with them). 

In such sales, it is better to focus on aesthetics and the end result. Of course, one of the key emphases is on emotions. It’s important to make sure that when a person sees an ad, they get positive emotions, not the other way around.

Of course, there are other important approaches, such as discounts, personalized service, and recommendations. As for the latter, reviews and stories of real people will help. 

How to sell to men

Men have a slightly different approach to shopping. For example, the recommendation approach works less well. Men are less likely to ask for advice, as it is difficult for them to admit that they know less about a product than others. Also, men are more likely to be distrustful.

In addition, when it comes to large purchases, men prefer comparison. So when it comes to products, it is ideal to make it possible to compare one product with another on the website. 

Another important focus is on the practicality of the product. As we have already noted, men get less excited about the buying process. So, if they buy conditional pants, it is important for them that they last as long as possible, so that they don’t have to go to the store and choose this product again after a while. They are willing to overpay for this.

Another important difference between men and women is the importance of status. This is exactly what webmasters working with crypto and gambling play on. Success and high profits are how most men want to see themselves.

To summarize

It is extremely important to distinguish between male and female audiences. After all, each of them has their own attitude and vision of a particular product. As we have already said, the above is just a generalization based on statistics. In many niches, the target audience is women, who are just as active in comparing and researching products. Men, on the other hand, often fall for promotions and bonuses (especially in gambling).

But it’s important to realize what your target audience wants and give it to them. This will significantly increase your conversion rate. And the main thing is not to repeat the mistakes that Gilette once made. The company lost millions by advertising exclusively for men in one country. While the target audience there were women. So, study, test, and get the ROI!