Unzipped: A Portable Guide to the Anatomy of the Female Customer is the latest, greatest, book from Michele Miller who writes the WonderBranding blog, one of the 20 Best Marketing And Social Media Blogs By Women and is a partner in the Wizard of Ads Academy.
Unzipped is a guide. It’s a portable guide. Like all guides worth their license and fees Unzipped educates as it leads.
Being portable, Unzipped can go with you, be with you, where you need it and when you need it.
It’s crisp, concise. Maybe 100 pages. That means the Michele's points or examples are easy to find. Saves you time.
The sequence is logical which starts first with a foundation of understanding the difference in brains between men and women. Then Michele explains why that difference is the difference in o-p-p-o-r-t-u-n-i-t-y, OPPORTUNITY, for either you or for your competition.
On that strong foundation...she shares examples from real-live businesses smart enough to write ads that reach the female consumer where she lives, where she spends her day, in her neighborhood.
That last part is important. Michele differentiates the 4 Neighborhoods of Women.
And a quiz! Michele includes a quiz because Unzipped educates, right? Her quiz is designed to further educate you on where you, your message, may stand among the 4 Neighborhoods of Women.
That's her destination. Unzipped is a portable guide to those 4 Neighborhoods of Women.
56% of consumer electronics are bought by women, that’s so what.
80% of US household budgets are controlled by women, according to the U.S. Census. link
Unzipped shows you how you can deliver your message so it is embraced in all 4 Neighborhoods of Women.
Unzipped explains that a woman’s brain has 4 times the number of connections between left and right hemisphere’s as my brain, a guy’s brain. One of those hemispheres rules emotions and feelings, memories and pattern recognition. The other rules analytical thinking and...wait-for-it...decision-making.
That means there are 4 times the number of connections your message can make with her. That's also 4 times the number of memories your message can create with her. People buy when they remember. Give them 4 times the number of connections to remember and...you got it, there's 4 times the chances your product will be bought.
See? Opportunity. With Unzipped you are armed with knowledge. Knowledge gives opportunity.
That’s so what.
Now, with her examples, and with Unzipped being a portable guide, then there are no excuses why you cannot begin to change your message to insure it resides in more neighborhoods. And reside longer.
Now, you can create brand message that carries relevance for all 4 neighborhoods of women. Relevance means it resides...longer in the memories of the residents of those 4 neighborhoods. A longer memory means more connections with meaning and value in their life. That means more purchase and more word-of-mouth among those residents.
Now, what? Now, do it. Here's the plan:
- Read the book;
- Carry the book with you;
- Change your message;
- Visit new neighborhoods;
- Meet new neighbors;
- Move in; stay awhile;
- Become part of their lives. Let them be part of yours;
- Grow your business;
- BE HAPPY!
FTC Disclaimer: Michele sent me a free copy. She sent it...several weeks ago.
No strings. Just, here's a copy of my new book.
I read it. I was inspired.
I wrote this review and ran it by Michele to make sure both the timing and content was aligned with her goals. Fortunately, they were. Fortunately, for me, really.I would have been embarassed otherwise.
Other than that, and Michele's friendship and wisdom from her blog...I got nothing. See? That's what friends and fans do for and offer each other. We are richer for it.