Here’s a quick test to apply to your advertising and web copy: Do you talk more about what your customer should “think” about your business, or what she should “feel?”

If you’ve made the wrong choice, it could be costing you a truckload of customers.

Research results issued by Stanford’s Graduate School of Business and the University of Illinois at Chicago indicate that gender difference plays a role in the “thinking vs. feeling” debate.

In two different studies, participants were asked to rate which ads they found to be most persuasive.  The basic information of each ad was the same; it was just framed in different ways.

Take, for example, blood donations:

… one message, entitled “My Feelings About Blood Donation,” started with, “I feel that donating blood is one of the most important contributions I can make to society.” It went on to include several more arguments framed in terms of the source’s feelings — for example, “I feel that blood donation is the most fantastic thing I can do with 30 minutes of my free time.”

In a different condition, the message was entitled “My Thoughts About Blood Donation,” and opened with, “I think donating blood is one of the most important contributions I can make to society,” and went on to frame the exact same arguments in terms of the source’s thoughts — “I think blood donation is the most fantastic thing I can do with 30 minutes of my free time.”

Aside from the use of the word “feel” or “think” throughout the message, the content of the arguments was identical, yet those more emotionally oriented were more impressed with (and persuaded by) the “feel” arguments, while those more cognitively oriented liked the “think” arguments better.”

Another study used movie advertising to measure the reactions of participants.  Women were more influenced by reviews that began with, “I feel…”; men were more influenced by reviews that began, “I think…”

Yet another reason Burger King may want to be careful with its next advertising campaign. A woman may think your ad is creative, edgy, and funny, but will she feel good enough about you to be persuaded into purchasing your product?

It’s a slim distinction that makes all the difference in successfully marketing to women.