The Conservative Party has hired a PR agency, PrettyLittleHead, to help them appeal more to women voters. The agency has reportedly advised the Tories to tone down their "Punch and Judy" style of argument in the House of Commons, and to stop trading macho insults with their opponents.
Language will play a big part in attracting women, although, interestingly, I cannot find the words "language" or "words" anywhere on PrettyLittleHead's website. In theory, there should be no need for a different approach to men and women voters; we all want the facts, as we are perfectly capable of making up our own minds. But not many politicians give us the straight facts.
One problem I have with a "feminine approach" is that women are not all the same. We all want different things, have different priorities, don't necessarily agree with each other and very often find we have a lot in common with men.
Having said that, if Tory MPs talked like Russell Brand, Jonathan Ross or Jeremy Clarkson (laddish TV presenters), they would definitely turn off women (although possibly not younger ones - that's the problem with trying to appeal to women en masse).
Companies and advertising agencies have always adopted different approaches when marketing to men and women, and the women behind PrettyLittleHead, who are from an advertising background, will no doubt transfer marketing-speak to the political arena. If you don't believe that companies use a different marketing strategy, just look at the names of popular perfumes or aftershaves - Jungle, Diesel, Ironman, Brut and Boss are men's products and Love in Paris, Allure Sensuelle, J'adore, Amarige Mariage and Dolce Vita are women's perfumes. Clearly, apart from anything else, women are more likely to speak a foreign language!
According to PrettyLittleHead, there is a male achievement impulse and a female utopian impulse. Men are competitive while women value collaboration, and want a safe, secure and harmonious world. Thus, adverts geared at men use words like "win", "eliminate" and "immediate", and Tesco uses the word "help" in their adverts ("Every little helps") and runs campaigns to supply schools with computers.
Actually, what politicians need to do is show women, not tell them. Women don't want to be patronised by politicians saying "We understand women"; they want facts and information about the real issues, they want both sides of the argument and they don't want negative advertising (which includes putting down the Opposition or putting down men in general).
If I were advising the Conservative Party (or any of the other parties) on what to say to appeal to women, I would tell them to use the pronouns "you" and "we", and to use wording which stresses that women are valued and important - phrases like "You can make a difference", "Your vote matters" and "We're listening".