Ukwazi ukuthi bakuphi ukunikeza izinhlamvu ezidingekile ukuze uzivikele.
1. Bakhohlisa Uhambo
Cue umculo wakwaSara McLachlan: "Ukuthengisa okuningi kusebenza ngecala," kusho uMartin Lindstrom, ochwepheshe be-branding, umeluleki we-neuromarketing nomlobi we "Small Data." Lo mzwa othile usebenza ngokuphumelelayo ekuthonyeni izikhwama zabesifazane kunokuba kube ngamadoda. Kungani? Ucwaningo olunyatheliswa kuyi-Spanish Journal of Psychology lubonisa abesifazane, impela nje, bazizwa benecala - futhi ikakhulukazi ngenxa yokuthi banesimo senhlalo.
ULindstrom uthi uhambo lwecala lusebenza ngezizathu ezimbili. Owokuqala ungokomzwelo ngokuthi noma yikuphi umkhiqizo noma inkonzo oyithenga kuyokwenza uzizwe njengomama ongcono, umfazi ongcono noma umngane ongcono. Esesibili sinengqondo futhi sigxile ekusebenzeni komkhiqizo noma isevisi ngoba iyoxazulula inkinga ecacisiwe njengokungabi nesikhathi esimisweni sakho. Uma isikhangiso seke saholela ekushayeleni ku-Whole Foods ngemuva kokucabanga: "Ngingumama omubi ngokungondli izingane zami ukudla okuphilayo?" Bese uhambo lwecala lusebenza.
Ngezwi.
2. Benza Ukungenelela Kwakho
Uvame ukuhlola Instagram yakho kangaki? Cishe izingxenye ezimbili kwezintathu zabasebenzisi zisendaweni yesikhulumi nsuku zonke, futhi ngaphezu kwengxenye eyodwa kwezintathu zalabo abenza ama-multiple stop-stop nsuku zonke, ngokusho kwePew Research Center. Ukuhambisana nama-Joneses akukaze kube lula - futhi kuyingozi kakhulu.
Kodwa kuletha ukucindezela ukuchitha. Iziteshi zomphakathi zikunika ikhono "ukuziqhathanisa nabo bonke abantu kuzo zonke izilinganiso," kuchaza uLindstrom. Umphumela wukuthi ukushayela ukuthi kube nokuphila okungu-"Instagram-worthy" akukaze kube mkhulu.
Abakhangisi bayazi lokhu, futhi manje bakhokhela abadumile kanye "nabagqugquzeli bezenhlalakahle" (okungukuthi abantu abanokulandelwa okukhulu kwezenhlalakahle) ukukhuthaza imikhiqizo namasevisi ngokusebenzisa iziteshi zabo zenhlalo. Kungaba okukhohlisayo ukutshela iqiniso kusuka emaciniswaneni (ama-hashtag afana no- #ad no- #spon kufanele akuqaphele ukukhokhela okuthunyelwe kepha ahlale engekho ngaso sonke isikhathi). Into eyodwa ecacile ukuthi abesifazane abaningi babheka futhi bayakuthanda. Phakathi kwabasebenzisi be-intanethi, i-Facebook, i-Pinterest ne-Instagram yizindawo eziphezulu ezintathu zokuxhumana, futhi abesifazane babamba iqhaza ngaphezu kwamadoda.
3. Bakha umqondo
Uma ukuthengiswa kwabesifazane, abakhangisi bangase bengeze umongo wokusetshenziswa komkhiqizo. Lokhu kukukhuthaza ukuba umkhiqizo ukuthi umkhiqizo ubonakale ungene empilweni yakho - futhi uma usuwuthatha ngaleyo ndlela (noma yocansi), uyanciphisa inqubo yokuthenga. Thatha i-electronics, isibonelo: "[Izikhangisi ezihlose amadoda] zivame ukubonisa umkhiqizo ngemuva, noma zizobonisa i-electronics ekamelweni lomndeni ngaphandle kwabantu," kusho uMarti Barletta, umbhali we "Ukukhangisa Kwabesifazane." " Kodwa abesifazane bavame ukweqa phezu kwezithombe ngaphandle kwabantu ... uma ubonisa umongo wegumbi lomndeni nabantu abanamandla amaningi okuvimba. "
4. Bathembisa Ukubuyisa Iwashi
Ingabe kukhona umthombo wobusha? Kubathengisi, ngokuqinisekile kukhona. Ngabantu becela amahora amaningi ngosuku - futhi bezama ukungazibali imiphumela yokuguga - akumangazi ukuthi ucwaningo lubonisa ukuthi usebenzisa igama elithi "isikhathi" noma ukhuluma ngalo kusikhangiso, liguqula ngqo ekuthengiseni, kusho uLindstrom.
5. Bayehlisa izinga lePhakheji
Uke waphawula ezinye iziphuzo kanye nemikhiqizo ekuncane? Ngokwesibonelo, izinkampani zokuphuza ezithambile zaqaphela ukuthi abesifazane besengathengi amathini amancane ase-soda, ngenxa yokukhathazeka kwezempilo okuhambisana nabo. Isixazululo? "Yakha amathini amancani amantombazane ngakho ngeke azizwe enecala," kusho uLindstrom. Abathengi manje bakhokha okungaphezulu - futhi kusebenza. Ngasekuqaleni konyaka, uCoeke umemezele ukuthi ukuthengiswa kwamaphakheji amancane (okuyi-8-amaphakethe angu-12-ounce namanqamu angu-7.5-ounce) kuyaqhubeka nokukhuphuka, kanti ukuthengiswa kwamabhodlela amakhulu namathini kuqhubeka nokuwa.
6. Bakhipha i-Huntress Yakho yangaphakathi
"Abesifazane bafuna ukuzingela okuhle," kuchaza uLindstrom. "Ukuzingela kuwukuthi uzizwa uvuzwe." Ukuze unike amandla lokhu kuziphatha, ugcina ngokuzenzekelayo upheqa amatafula abo futhi ufihle imikhiqizo. (Yebo, ufunda lelo lungelo - futhi yebo, lisebenza.) "Uma unamatafula amabili eduze komunye nomunye - okuhle kakhulu kunomuntu ohlambalaza - ithebula elihlambalazayo lithengisa ngaphezulu amaphesenti angu-17," usho kanje. Uthola ukuncintisana nakakhulu uma uthengisa nentombazane - futhi ungakubona njengokuzijabulisa - uchitha ngaphezulu kwamaphesenti angu-12 ngaphezulu. Yingakho kungcono ukuzingela wedwa.
Umculo uphinde udlale, lapha. Ngokusho kukaLindstrom, uma ngabe ukushaya kuhamba kancane kunezinga lokushaya inhliziyo, abesifazane bathenga amaphesenti angu-29 ngaphezulu. Kungani? Ucwaningo lubonisa ukuthi kungenzeka ukuthi uhambe kancane futhi ngakho-ke uchitha isikhathi esiningi esitolo. Enye indlela yokugwema ukudlula ngokweqile ukuthola yonke imikhiqizo ofuna ukuyithenga, ushiye bese ubuya usuku olwedlule. Impendulo ye-dopamine (uzizwa kahle) yamakhemikhali owawunayo ekuqaleni lapho uqala ukubona imikhiqizo iphansi ngokwesibili nxazonke. Umphumela? Ingxenye yale mikhiqizo izohlala esitolo.
With Kelly Hultgren