What if I told you women aren’t dense about money? Most women find it boring. This is because male and female brains develop differently, starting at an early age. Here is what I mean:
- Young girls begin shifting outward, craving more interaction, relationships, and communication aspects that are not necessarily associated with solving mathematical problems or waiting for beakers to boil. Thus, math and science (regardless of a woman’s ability to understand it) tend to inspire less interest for women from an early age.
- Young men tend to become more isolated, spending more time alone (as most parents of teenage boys will attest to) laboring over math equations and science projects because those do not require communication with other human beings.
Understanding why women have shown less interest in finances helps financial advisors understand how to engage women more effectively. Recognizing what is important to her as a woman, what interests her is essential to attracting and retaining more women clients.
Building relationships for women is the core foundation of who she is as a female.
“Girls social agenda, expressed in play and determined by their brain development, is to form close, one-on-one relationships. Boy’s play, by contrast, is usually not about relationships – it’s about the game or toy itself as well as social rank, power, defense of territory and physical strength.” –Louann Brizendine, M.D. The Female Brain.
In an industry designed initially to appease the male brain, approach, and needs, we must embrace the differences in men and women and use our understanding to make changes that appeal to both genders.
Here are 4 simple steps to help you get results right away:
Step 1: Each month, compose three friendly emails that appeal to women.
Step 2: Each month, compose one interactive or business-building tool.
Step 3: Send out one email every two weeks to your entire database, yes even to the men, as they will become your greatest source of referrals.
Step 4: Post these duplicate emails to your social media sites and on your website.
By simply implementing our 4 simple steps, you can start to increase business growth, attract more assets, engage women, and generate referrals without ever leaving your office.
You will soon help your female clients and prospects realize you’re the only financial advisor who really “gets them.”