Book Review: The X and Y of Buy by Elizabeth Pace

Book Cover: The X and Y of Buy

The X and Y of Buy: Sell more and market better by knowing how the sexes shop by Elizabeth Pace is a good read for those of us who are always interested in learning more about why we and others do what we do.

The book provides interesting insights into the differences in the brains and brain function of men and women, and how these differences come into play as we make buying decisions.  Pace then builds on this information to provide strategies to more effectively market and sell to both women and men.

I found the book easy to read and the principles easy to apply.  Pace does a good job of presenting brain research findings of the past several decades and then providing clear examples of how the findings translate in real life buying and selling scenarios.

Frankly, I started reading with some skepticism that the book’s rather simplistic premise would hold, but the more I read, the more I found it to ring true.  There are significant differences between how women and men buy, and therefore if we hope to be successful in selling, we need to understand the differences and adopt strategies to account for them.

Bottom line?  Whether your goal is to sell, or just to influence, you’ll find The X and Y of Buy a good investment.