Talking The Talk

By Christopher Zoukis

Another area that is vital to understand when marketing to women is their method of communicating. Women use more detailed and descriptive language, relying on qualifiers, disclaimers, apologies, and explanations. Whereas men prefer to come right to the point, which means men begin at the end. While women start at the beginning and move toward the end.

This means a marketing campaign for women should proceed logically from origin to conclusion. Additionally, research demonstrates that women dislike overly pushy and aggressive marketing. Avoid condescension when marketing to women. They immediately reject it.  Image courtesy discovertheroad.com

When making investments, women’s attitude toward money is different than men’s. Women exhibit more caution and are uncomfortable with high financial risk. They are, however, more open to accepting investment advice from an expert. Which means women appreciate information when making investment decisions. They want to be included in the process. So rather than giving advice, the seller should make suggestions presented as responses. For example, “You asked me about whether you should sell now rather than sit tight and see what the market does. Let me give you the pros and cons of each position, and then we can discuss it.” This approach includes the female client in the decision making process.

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