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How To Market To Women
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Article 5: Do Sweat The Small Stuff
In her book “The First Sex” (Random House, 1999), anthropologist Helen Fisher writes that although “men are good at compartmentalizing their attention ... [women] take a more ‘holistic’ view of the issue at hand. That is, they integrate more details of the world around them, details ranging from the nuances of body posture to the position of objects in a room.”
For women, the details matter. Your shop or office. Your Web site. Your public persona. Your marketing and advertising campaigns. Your voice-mail system. Your salespeople and customer-service reps. Your packaging. Everything.
What does she see when she enters your office or shop? Is the view pleasing, neat, comfortable and orderly? Will she smell unpleasant odors, see clutter, or overhear loud machinery or booming radios? Does your place of business look inviting? If she must wait, have you provided recent and appealing magazines, coffee or tea, and a place where children can comfortably play?
Does your Web site offer complete information about your products and services? Can customers readily find telephone and e-mail addresses in case they have questions? And does someone respond to such queries in a timely way?
How do members of your staff behave with customers? Do they engage in private conversations while ringing up sales, complain about how busy things are, or forget to give customers a polite greeting and a smile? Do they know where items in the store can be located, and are they eager to help customers find them? Can customers easily reach a real person through your phone system?
Now that you’ve begun analyzing how female-friendly your environment is, you can take steps to provide what women want—and don’t want. The next three sections of this seminar offer detailed tips.
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