The Female Advantage in Negotiations
Thrilling New Off-Broadway Show

What women want: the 6 Rs of Jane Austen

P&P KeiraBy Amanda J. Ponzar

It’s a truth (almost) universally known that women love Jane Austen.

I dug out my marketing books to write a groundbreaking post on what Jane Austen teaches us about marketing to women –- you know, the 4 Ps: Product, Price, Promotion, Place…and Pride and Prejudice?

Then I realized, this is much more than just marketing. It’s about who women are and how we are wired.  

So, here's what I’ve learned about “what women want” from Jane Austen –- my 6 Rs:

  • Relationships. Whether it’s Elizabeth Bennett and Charlotte Lucas in Pride and Prejudice or Emma Woodhouse and Miss Taylor in Emma, women friendships are invaluable. And success building and sustaining relationships is crucial now just as much as then -- in social media, prospecting new business, dealing with coworkers, and of course with family and friends.
  • Romance. (And Mr. Right.) We want the happy ending –- the fairy tale. We want to believe in true love and be swept away -- and not by the dirty kitchen broom. Everyday life never seems quite so magical as it does in these period movies. (Though honestly, how romantic could it be without indoor plumbing?)
  • Respite/Reprieve. Women love beauty. The gowns. The dancing. The music. The breathtaking scenery. Every friend that watches Pride and Prejudice or any of the movies falls under a spell and barely breathes until the end, then it's a soft, audible sigh. 3 P&P movies clear
  • Real. We want to be real, and I think most of us applaud when the confident, witty Elizabeth Bennett with her not-so-perfect family gets the guy instead of the snooty, aristocratic Miss Bingley with her expensive gowns. And we feel the real pain of Persuasion’s protagonist Anne Elliott who nurses the wound of lost love and wonders if she’ll ever get a second chance.
  • Rich. Well, most of us would rather not be poor, right? (Notice how the dashing male leads –- Mr. Darcy, Mr. Bingley, Mr. Knightley, Captain Wentworth –- all tend to be wealthy.) We at least want to be comfortable and able to shop. At least a little.
  • Relief. And a little rest and relaxation (R&R). Whatever it is, we love a good story. And a good cry. It’s cathartic and a lot cheaper than therapy.

How does that relate to marketing? Whether you’re a business or nonprofit, it’s about understanding what drives and motivates people. It’s about reaching people with your story and making them feel something so they take action. They give, advocate or volunteer, or they buy your product or service (Starbucks has got me all figured out; I practically live there). And International Justice Mission tells powerful, compelling stories about the girls saved from trafficking that inspire me to aid their cause.

So while you determine what story YOU have to tell, check out these Jane Austen "Resources" –- the lastJane Austen movie stack  R (that makes 7!):

(Photos: Pride & Prejudice; my 3 versions of Pride & Prejudice -- oh yes, you must see all the versions; a stack of my Jane Austen movies)


Feed You can follow this conversation by subscribing to the comment feed for this post.

Amanda Ponzar

Marciano: Thank you! Feel free to post; please share the link to this post on Lip-sticking on your blog and then send your blog link (or post it here as a comment) so we can share it as well.

marciano guerrero

Excelent posting! I love the connection with marketing. Could you let me post your blog to my Marketing 101 blog? With all due credit to you of course.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name is required. Email address will not be displayed with the comment.)