When marketing to women, be honest and relatable

Certain consumer behaviors can vary by gender.

How our brains differ by gender can affect buying patterns and decision making. Marketers should use that knowledge to create campaigns that resonate with specific audiences.

Here are a few ways to become relevant to a female audience:

Don’t skimp on the details.

Many marketing campaigns use bullet-pointed lists to present facts and product details. Though that often works just fine for male buyers, women want more. Instead, use testimonials or case studies.

When building your website, use layers of content and specific details. Most of your website’s visitors will want simplicity and easy navigation to help them find what they’re looking for. Women, however, will want your site to go beyond that.

Build in layers of information with links to photos, FAQs and stories. You’ll get bonus points from your female website visitors if you make your content easy to share.

Employ graphics.

Emotions are communicated best with visuals. Shapes, colors, facial expressions and even packaging all convey emotional connections. You’ll want to draw out those connections for your female audiences whenever you can.

Video’s combination of visuals and sounds can be incredibly compelling. Multimedia can capture facts and the underlying energy of your organization, product or service in a memorable way. Be smart about what you say and how you say it.

Give her a place to listen.

Women often want to hear from other women. Providing a place for consumer-to-consumer interactions improves your brand’s reputation among female audiences. Whether it’s by providing a message board, a review page or even your Facebook page, it’s important to invite and encourage women to share their experiences with your brand.

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Women generate seven times more referrals than men, so the more you can get them to tell stories, ask questions and find like-minded women, the better it will be for your brand. If someone complains about something, it’s often your own customers who will defend you.

Find a gender balance.

Women and men are not the same, and many female consumers appreciate it when that is acknowledged. Do so in a way that doesn’t diminish their importance.

Dumbing things down or making something seem less than what it is (e.g., a pink toolbox) isn’t the answer. Build them up.

Build a relationship with her.

Above all else, women are connectors. They want to matter and to connect with the people they buy from.

Your communications strategy must address the long term. You should become a helpful resource for your targeted female consumer. You want her to rely on you and trust your input.

If you want women to take an interest in what you have to offer, you should recognize them, respect them, listen to them, help them and connect with them.

Drew McLellan is an author and national speaker and has owned McLellan Marketing Group since 1995. A version of this article first appeared on his blog.

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