Whether you are marketing new homes, consumer electronics or high tech widgets, more and more women are now playing a primary role in the decision-making process.
So how do you make sure that you do not alienate women decision-makers in your marketing programs? A series of recent studies outlined some very interesting findings.
As it turns out, women, in general, are “relaters.” They see information, products and even themselves in terms of how they relate to others. Typically, women are more comfortable responding to communications that tell relevant stories.
These studies went on to outline that women, unlike men, tell stories in layers. In other words, the richness of the story’s details matter as much as the outcome.
So, as marketers, what does this mean? Many times, good advertising takes the form of a story – how your product changed someone’s life, how your service makes life easier, etc.
Knowing that stories matter as much as the outcome, here are some suggestions you might want to consider for your next advertising campaign that includes women as key decision-makers:
- Don’t start with the ending.
- The best stories are emotionally charged – so, make sure your marketing is too.
- Don’t just cut to the facts – take time to tell the story.
- Let your reader feel the impact of the relationships.
- Make it matter.
Thoroughly understanding your target audience is essential to the success of your marketing and advertising campaigns. The more you know about who the real buyer is, the more relevant, and successful, your advertising campaign will be.
Be sure to check out our book, Marketing Smart – a collection of proven marketing strategies and tips to help Challenger Brands take on their larger competitors… and win!