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How To Market To Women
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Article 7: Female Appeal
To sell successfully to women, your ads and promotions must depict real women: good-looking, normal females in a range of ages rather than rail-thin, glamorous 19-year-olds.
In ads and personal interactions with women, show that you respect them as intelligent people and valued customers with money to spend and opinions that matter. Think about your own mother, sisters or daughters. Would your offerings meet their needs? Do your ads show the same respect you want companies to show your family members?
Acknowledge the fact that the female consumer spends much of her time caring for others—both by respecting her caretaker status and doing everything you can to ease her burdens. The pain reliever Motrin, for example, launched an ad campaign emphasizing that relieving Mom’s backache means she can do a better job of nurturing others.
Because she’s a caretaker, she responds to advertising that shows how your product can help her do it better, whether it’s bake-at-home cookies that can create memorable moments with her children, take-home meals that are highly nutritious, or automobiles with safety features to protect the kids.
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