Advertising to Women - Are You Intriguing or Insulting?

There is a steady move among marketers and agencies to increase their efforts to reach women. The market power associated with advertising to women is undisputed. Women dominate the buying power and marketers know it, but have continuously struggled to find the right approach to reach women in a way that adds value, and sends a message women will respond to. So how do you approach advertising to women?
What is it that a woman wants to hear?
The problem isn't just with what women want to hear, but how women will interpret what they hear. Many men have experienced this confusion when trying to give a woman a compliment that inadvertently offends her. Why do women interpret an intended compliment as an insult? Because women take in the whole package, we don't just listen to the words spoken, we look at body language and other cues. If the whole package doesn't sell the compliment we wont believe your words for a second.
The same is true in advertising to women. It is more important how we interpret what you are trying to tell us than what you say. We are the great lie detectors. What we take in is the whole package and how it makes us feel; if we can identify with it, and not be insulted by it, you may have us hooked. If we sense anything fake, unreal, forced or not quite true to reality, we are gone. So you want to get this one right.
How can you intrigue and not insult?
When you are advertising to women be sure and empower her with knowledge. Women have many questions that need to be answered before they will commit to buying. Fully and honestly answer her questions and you will intrigue her. She will begin to mentally use your product, or put herself in the business opportunity you describe. Be sure to not tell her what she needs, but show her what she can do with what you offer. Women require more information than men do because women take into consideration how the buying decision will affect the rest of the family. At any point if you insult her process she will be gone. Instead encourage her through each one of her decision-making steps and you will gain trust.
You want women buyers.
If you are a small or independent business owner, and you want to reach women you may feel that advertising to women is a daunting task, but you are in luck. If you do it right and build a relationship with her, you will be able to reach her on a level that the big corporations can't compete with. However, if you are a women business owner and you are thinking of advertising to women, don't make the mistake of thinking you know how to market to women just because you are a woman. Women have stricter standards for the women they do business with than they do for the men. Yep, that's right we will accept certain business practices, from men, without a struggle, but from a woman we expect more.

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