Archive for the ‘Savvy Advertising to Him’ Category

Men trust their institutions and teams

September 27th, 2009

OSUOne of the most difficult challenges salespeople face is to engage a prospect’s initial interest—at least enough to obtain an introductory appointment.  In most cases you start as a stranger.  In many instances your customer is completely unfamiliar with your company and product.  So how do you break the ice? How do you gain the trust necessary to have an initial conversation about your offering?

The answer lies in belonging to your customer’s in-group.

According to Marilyn Brewer, a psychology professor at the Ohio State University, most Americans trust strangers if they belong to what they consider their “in-group.”[i] But Professor Brewer’s study found that men and women define their in-groups differently.

Men were much more likely to trust a stranger that was a fellow Ohio State student than a stranger from other schools, even those at which they knew someone. Men tend to trust people that share an objective group membership.  The male participants were quoted as saying things like, “Someone from Ohio State would not let me down.”

Men value their group or team. “You see this in male-dominated groups like the military or football teams—there’s a clear distinction between “us” and “them.” Brewer says.[ii]

Advertisers and salespeople can gain initial credibility with a male prospect by belonging to his group. If you are an alumni of the same college, member of the same church, community group, rotary club or association use this membership to fuel your initial introduction. If you are not a member in his club, find someone in your company that is or consider joining your prospect’s group.


[i] “Whom do you trust?” Ohio State Alumni Magazine. Nov-Dec. 2005, p. 30.

[ii] Idem.

Manter v. 1. men bantering

September 7th, 2009
Beer ads feature male bantering

Beer ads feature male bantering

Men  bond by bantering, teasing and using derogatory nicknames. Last year my husband ,Phil and I invited a few friends over to watch the Fiesta Bowl.  As Claude came in the door, he gave a friendly punch to Phil’s gut and said, “Hey, looks like you have been enjoying those Heinekens over the holidays.”

“Yea, old man, let’s go out and shoot some hoops,” Phil replied. “I still can outplay you.”

Men love a good fast game.  While basketball, racquetball and soccer can provide an intense physical workout, bantering provides great mind exercise.

Ads that show men one-upping each other sell beer, deodorant and shaving cream.  This seems to be the unwritten rule for Y: Men who know each other well and respect each other immensely, banter in order to bond. I know two very successful CEOs who refer to each other as Lugnut and Chiselchest.