Women shop, and buy, differently than men. So if you market to women, it’s helpful to know what makes them tick when they’re making a buying decision.
Let’s Start with Some Background Information
Did you know that women control over 51% of the corporate buying decisions in America? And women make 80% of all consumer buying decisions, as well.
Women start businesses at 1.5 times the rate of men and women own 40% of the companies in America.
So whether you’re selling to the large corporate market, small biz market, or consumer market, women influence a huge amount of that buying process.
What Do Women Want and Need?
There have been lots of studies about the psychology of marketing to women, and books and books written on the subject. It’s really fascinating reading, if you have the time to wade through it.
But if you’re a woman reading this article, the fact is that you don’t have the time to read all those books. You see, the most important psychological point in marketing to women is that they’re busy and time-constrained. (Do you know any woman in your life who has a ton of leisure time? I don’t!) They’re trying to juggle multiple priorities and what they most wish for are ways to save time and have less stress in their lives.
Tips for Marketing to Women
Knowing that time is important to them, you can alter your marketing to be NOT time-intensive. What does that mean?
- Get to the point. When writing articles, creating videos, drafting sales copy, designing websites, get to the heart of the matter as quickly as possible. Don’t make her wade through a lot of fluff and extraneous detail: she’ll walk away otherwise.
- Use bullet points/sub-headings. When writing, use any device that helps her to scan your material quickly. She can then choose which sections of the writing to delve into in more detail.
- Micro blog. Use social media tools such as Twitter and Facebook to force you to encapsulate your point in 2 or 3 sentences.
- Be time sensitive. Explain to her how much time and effort it will take to consume/use your product or service. She needs to know what she’s committing to before she’s willing to buy. It’s not just the investment of money that’s important to her, but the investment of time as well.
- Information, information, information. Women do a lot of research before they buy. Make sure you supply them with all the information they need and want.
If you honor women’s busy schedule and their need to research before buying, you’ll come a long way to earning their trust. And once you have a women’s trust, she’ll be a life-long customer.
I’d love to hear your insights: As a woman, what’s the most important thing a business can do to help you during the buying process? (And what do you HATE marketers doing?) Share your thoughts and comments below. If we pool our ideas together, maybe we can create marketing that really, truly helps other women!
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