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How To Market To Women
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Article 8: What Turns Off Women
When women are pleased, they’re the most loyal of customers, eagerly spreading positive word-of-mouth. The flip side is true too: Tick her off, and she’s just as ready to tell all her friends to avoid doing business with you.
So what turns off female customers? It boils down to lack of respect for her (or other women), poor service, not listening and overly complicating things when she needs them simpler and streamlined.
Advertising is often a key offender. Marketing consultant Martha Barletta cites studies indicating that 91 percent of women feel advertisers don’t understand them; 58 percent are annoyed at how women are portrayed.
Here are some key advertising turnoffs:
Focusing purely on technical specs, features and innovation for its own sake rather than how enhancements meet her needs and wants Thinking pink—assuming that what women want is pastel colors, cuteness, sappy sentiment or feminine versions of products (e.g., underpowered tools that tout “made for women”) Depicting women as hapless, ineffectual or crazed, with snotty kids and an out-of-control household Ads that emphasize bragging, gloating or putting others down
In-person offenses:
Keeping her waiting or otherwise wasting her precious time Assuming she can’t afford your services or needs a man’s advice to make a purchasing decision Putting down another company or provider she’s considering
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