Trumping Competitive Ego-based Language
The race is on to understand how to communicate with women in an industry filled with competitive, ego-based language and covert it to one of balance and holistic purposefulness.
What speaks to female investors?
In a 2013 NextWoman wrote about Marianne Abib-Pech and her career change from Arthur Anderson to founder of Lead the Future (LTF) and Hong Kong based umbrella brand includes a leadership consulting firm, a financial advising platform and a thought leadership platform. Her objective was to pair the investing population with the entrepreneur.
Her feeling is that the investment community values female entrepreneurs while the corporate world has long catered to men. Fortunately, she feels and expresses in her book that the world is changing and values, collaboration and purpose are the merging trends.
“I am not a feminist… I believe in biology and observing nature. To create something you need a male and a female influence, a ying and a yang.” Marianne Abib-Pech
One of the ways companies can communicate with women is to speak the language of self-awareness and intentions. The industry standards of competition and lack are not what speak to women who seek to make the world more balanced and whole. This demands that women build on their strengths to find their niche vs. building on competitive, winner-take-all strategies. Women in leadership roles must create sustainable value which is the antithesis of the winner-take-all strategy.
By taking a look at what female investors want, how they want to be communicated to begins to reveal itself. Despite all the bad news about women feeling inadequate with their investment knowledge, a Pershing study reveals that women tend to think in terms of purpose—retirement, health care for them or their loved ones and so on. So it would make sense to communicate with women when providing investment education and options, to come from the place of purposeful investing and reasoning.
This position of ‘purpose’ should be considered a framework or architecture for communication with women. It’s a new paradigm and commands a new language with new terms that are values-based. Instead of “Kill-it”, perhaps we should consider ‘Saving-it’? This intuits that a reasonable response to the question of “why” I should invest in this or that requires a response that is values-based. For example, providing the reasons why the company is of value to her, her family and the community will probably serve both the client and the advisor advantageously. By its very nature, a response in language the investor understands makes a more relaxed and confident investor.
We are in a world of changing times and making companies more diverse and able to adapt means hiring more women to help navigate these choppy waters. It also means the same mindset would need to be applied to attracting women and allowing them to create a culture they can thrive in.
“If you want to attract, nurture and keep the best women, consider what difference your business makes, why it matters. “ – Deborah Webster in Salty Not Sweet at Women Prospects
The same can be said of investors. In order to communicate with women, help them understand how engaging with you will make a difference whether it is in the investment world or the job market.
First published by Zoe Sexton on LinkedIn for Merriman Capital Inc. 2015