Imagine you had a time machine, and could transport yourself to any moment in human history. Whatever time you chose, three things would always remain the same:
- The sun would always rise in the east
- The sun would always set in the west, to be replaced (weather permitting) by the moon
- These two celestial objects would always appear, to the casual onlooker, to be the same size
To our ancestors, the sun’s constancy and power represented masculinity, while the moon’s changeability, beauty and monthly cycle represented femininity. The moon follows the sun, so that masculine and feminine energy are in balance.
Of course, we now know that the sun is approximately 400 times the size of the moon. And by coincidence, the distance between Earth and sun is 400 times that of the moon, making them appear the same size. Which perhaps goes to show that appearance and first impressions are everything.
Like the sun and the moon, your business communications can also have masculine and feminine traits. And like the sun and the moon, it’s best if these traits follow one after another.
Masculine energy communications are to do with logic, organisation, structure, results. Feminine energy communications are about empathy, understanding, and seeing things for what they really are.
To convert cold prospects into customers, you need both. At times you’ll need to present a rational discussion of features and benefits. But the missing piece of the puzzle – and usually the starting point – is empathy and connection.
That’s really what we’re doing here. Lead with empathy and understanding. And talk about rational features later.
Make the sun follow the moon.