Category Archives: Women

How do I Market to Women?

Online or in person, understand that women want to be engaged and informed.  They like having an opportunity to learn more about your product or services in a non-threatening and comfortable way.

Smart marketers listen when women are talking.

One of the best ways to engage women is to ask them relational questions.  By this I do not mean talking to them about their kids (or yours) or assuming that they are a Soccer Mom or that they even have kids.  Do not ask them when their husband will be joining them or in any way indicate that they are not the primary focus of your conversation.

Do not try to “game” the system and take shortcuts to establishing a relationship with women.  You have to expend the time to build the relationship.  One way to do that is to connect with women by supporting the causes they care about:  education, health care and community.  Above all, be sincere.  Women can see through insincerity quickly and will walk away instead of confronting it.

What’s the payoff?

If you connect with the right women, the rewards are vast.  A woman who loves your product or service will tell her friends.  And because women value relationships so highly, they frequently have a lot of friends.  But you have understand that she puts her personal relationships at risk to do this, so you need to acknowledge and even reward her trust in you and your company.

Learn to market to women today and your business will prosper and thrive over the next few decades as women control more of this country’s wealth and continue to make a disproportionate amount of the purchasing decisions.  Even better, you may find that your products and services  are much improved by establishing these long –term customer relationships with women.  That makes marketing to women a win for everyone.


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Why Marketing to Women Pays Big

Here’s the thing.  Marketing to women isn’t complicated; it’s just different from marketing to men.  You can’t just slap the color pink on something and wait for women to come rushing in to buy it.  You actually have to understand how women want to be treated and then treat them that way.

Since it’s inception marketing has been heavily dominated by male-centric thinking and messaging. That may have been ok into the nineties, but in ensuing decades it has only served to alienate women from many brands.

Why does marketing directly to women matter?

“Women make 85% of all consumer purchases.”

From a purely financial perspective, it makes sense to listen carefully.  Women as a demographic are the largest group of decision makers in our economy.  According to, women make 85 percent of all consumer purchases and over the next decade they will control two-thirds of consumer wealth in the United States.  If you weren’t paying attention to women before, you should be now!

This isn’t about men versus women; it’s about understanding both sexes in order to better deliver the value they both need.  Clearly if women are making 85 percent of the purchases, they are purchasing for men as well as themselves. That’s a lot of money to leave sitting on any table.

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