2. Be emotional. If you sell a product, write emotional content that speaks to her heart and provides reasons for her to own what you sell. If you sell a service, get personal and sell yourself. The female consumer wants to buy from people who won’t make her feel helpless, anxious, embarrassed or vulnerable. The Nordstrom clothing chain has been wildly successful because the salespeople are warm, friendly and personal. There is also no risk in buying from them. Nordstrom will let you return your purchase for any reason, at any time. Nordstrom breeds trust and confidence.
3. Don’t suck up to women. Don’t pander to women or try to exploit the obvious media stereotypes. Not all women are shoe fiends and show biz tabloid readers. If you take that approach, you’ll offend the Mensa moms, as well as the shoe fiends and tabloid readers. Women want authenticity from you, not hype or false promises.
4. Rethink current strategies. To learn about what women think about today’s marketing techniques, visit marketingtowomenonline.typepad.com. This organization has a robust website to answer your questions. They also hold an annual conference complete with big name speakers and workshops to help you navigate these tricky waters.