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With the holidays approaching, I know we are all working on our marketing strategies to have a successful season.The other day, I received a wonderful book from Barbara Poole called Why She Buys by Bridget Brennan who is the CEO of Female Factor.
She includes stories from major companies who missed the mark by hiring male marketing executives to come up with their marketing campaigns.
What they were missing was that by a ratio of two to one, more women than men say they make most of the decisions in their households (according to the Pew Research Center Publications, "Women Call the Shots at Home").
So are you catering to the female shopper?
This is what Brennan says: Women respond to personal stories and examples, and it's the people side of things that is the most interesting.
Here's her checklist of how you can appeal to the base:
1. Storytelling
2. Personal testimonials
3. Before-and-after comparisons
4. Tie-ins with worthy causes
5. Compliments
6. Self-deprecation
7. Milestone references
8. Life stage references (not age references)
9. Woman as hero instead of product as hero
10. Value messaging that makes women feel smart, not cheap
11. Reassurance for luxury products - remove guilt factor
12. What something does, not how it worksMake sure to tie in some of these easy and practical tips into your marketing campaign and your website messaging for a successful buying season!
