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A Woman's Prerogative

Book discussed how to market to women

November 4, 2005


photo of Paula Parisot
Paula Parisot
review or buy Marketing to Women

Marketing to women today is altogether different than yesterday. It's time to adjust the promotional efforts and the mind set of salespeople to fit the psychological schematic of today's contemporary woman, according to one marketing book that says women are responsible for 85 percent of all consumer-buying decisions.

Marketing To Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment offers insightful and practical ideas on how to reach out to today's woman.

Understanding a woman's psyche of today is key to being able to communicate effectively, author Martha Barletta says. "Marketers need to align with the contemporary female gender culture, not the self-delusional supermom who is frazzled and stressed out from trying to have it all."

Women are also more emotional, the book points out, and are more likely to tune into emotional benefits than functional benefits. For instance, when an automobile is being marketed to women they are more inclined to take notice of the safety benefits rather than what size engines the vehicle has to offer.

Using the cause for greater good also gets the attention of a woman, the book says. Commitments to fighting cancer, environmental safety, and poverty can influence a woman's buying decision.

However, gearing promotional efforts to women only by painting it "pink"could result in a decline of sales, the book warns. Isolating a marketing program for women not only alienates men, "who have a horror of anything 'girly,' they also make women suspicious," Barletta points out.

Other ideas of gaining the respect of women buyers include creating a market for women by pointing out a "new usage." For example, cell phones were seen mostly as a businessman's tool, the book explains, until Sprint marketed its cell phones to soccer moms to manage a busy schedule, and single women who could feel safer if they had a cell phone for emergencies.

Consumer education is another way to reach today's woman, Barletta says.

"As lifetime learners, they expect and value lessons and advice...Often, it's simply a question of providing information the consumer may not have had before or creating awareness of a real need she'd just never thought about."

Paula Parisot is a MortgageDaily.com feature reporter and a blogger at CloserBlog.com who has also worked in the mortgage industry.

Email Paula at: [email protected]

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