Understanding human nature (Part 3)

Even though we are so similar, there are still very noticeable differences between the psyche of men and women – perhaps we really do come from Mars and Venus after all. So let’s take a deeper look what makes us similar, what makes us different and what makes us human.

To start out, let’s make a few lists that dissect the psyche of men as a group. First we’ll take a look at men in general and then as concrete groups for targeting your ads.

In general, most men consider themselves to be:
• Objective and logical
• Good decision makers and capable of seeing the big picture
• Able to accomplish anything they put their mind into
• Respected for following through on their commitments
• Self-confident
• Relatively attractive to the opposite sex
• When writing for men, keep in mind that they are attracted more to action verbs that show dynamism (women are more impressed by adjectives)
• When selling to men, keep in mind they need more concrete facts and proof (women need more testimonials)
• When designing for men, keep in mind they like more bright, bold and solid colors (women prefer shades, nuances and subtler tone changes)

While in college, men:
• Consider themselves to have hidden talents that may eventually help them become more successful in life
• Tend to think “My father wants me to be like him, but it is important for me to have my own life, different from his. He does have a clue about life in general, but many of his ideas are totally outdated, these are different times”
• Consider getting a part-time job (many do act on it) to have extra spending money
• Think more than one girl in their classes consider them attractive and mysterious
• Prefer younger, natural-looking girls with long hair and not too much make-up or
• They see themselves in the future as well-traveled and successful in whatever area they are studying for. They have a deeply idealized image: a high-paid position or business owner and working in a perfect professional environment.

Single men under 35:
• Think life is passing a lot more faster than they did when younger
• They don’t consider themselves easily impressed by women
• They don’t like to make decisions to far in advance
• They like nice things (clothes, gadgets, cars) but are not as concerned about the place they live in
• May be afraid of marriage from experiences shared by their friends who married in their twenties and are now getting divorced
• They don’t want to have predictable patterns

Single men over 35:
• Tend to be judgmental and hard when judging themselves
• Most think they have a master plan for life which they can start executing brilliantly at any given time
• They tend to act (and dress) five to ten years younger than their real age in the hopes of attracting the right woman
• Are better established in their business life, have more spending power and can afford to waste more money in “grown-up toys”
• They do want children someday, just not right now

Married men under 35:
• They think that tying the knot helps them show character, determination and stability.
• Still consider their wives somewhat emotionally childish, especially when arguments happen
• Tend to show a more drive business-wise and become hard workers. Especially those with children.
• Those without children may think of their marriage as temporary, especially if they have not bought a house yet.
• Those who are home-owners, consider themselves completely established and think of their wives as the perfect compliment, bringing different strengths and abilities into their lives.

Married men over 35:
• One of their main goals is to keep their family happy and they think they have a tendency of spoiling them.
• They like to think of themselves as younger-looking and more attractive to the opposite sex than they really are
• They think about the past more often than others
• They like to associate themselves with younger men and feel accordingly
• They consider themselves as highly spiritual – but not generally in a conventional religious way
• They think of themselves as wise and like it when people and family members (their kids) come to them for advice
• They consider money more of an issue now than earlier in life
• They think of themselves as someone who can accomplish anything in life – if they just set it as a goal

To wrap it up…
Remember, when it comes to the human mind, nothing is written in stone. This information can still be used by you as a copywriter as a general guide to know your target market better and craft your copywriting in a much more focused way.

In the next post we’ll dig deeper into the psyche of women… stay tuned, it will be a quite enlightening experience and might unveil one or two of their jealously guarded secrets. Trust me, it will be a wild ride.