Treat Women Customers Well For Better Sales

Marketing wisdom tells us that 80% of all household purchases are made by women, and no business owner can ignore them. 

Marketers of kids’ gear, food, cosmetics and clothes are good at reaching women, but women buy gender-neutral stuff too, like cars, auto services, technology and just about everything except maybe Viagra.

A marketing consulting firm reports that 55 % of women 16 and older are working. 

They comprise over half of all college students and about 35% of small business owners according to the figures of the Bureau of Labor Statistics.

 A study found that of 400 American women surveyed, 38% live in households with incomes of $50,000 - $100,000, and 10% were in the $100,000 annual income range.

No business owner can afford to ignore this market, but not ignoring them is not the same as attracting them.  Attracting them is not the same as winning their loyalty, either. 

There is definitely a difference in dealing with women because they notice the small stuff.

  While men tend to make judgments based on first impressions and key interactions, women never stop gathering information.

Women develop a collage of impressions about a business from a hundred small factors; everything from its cleanliness to the design of the shopping bag.

 Smart business owners turn this to their advantage by investing in small amenities women can appreciate.


 Many young women today are much wiser than the boomers were at the same age. They have traveled widely and are accomplished and picky consumers.

The key to winning the loyalty of women shoppers and your share of this market is to offer carefully selected choices rather than a plethora of everything from A-to-Z that overwhelms them, adopt this strategy and offer simple clothes for women.   

Furniture stores have pared their selections to an “everything goes with everything else” array. 

 Even house paint companies are adhering to this strategy of paring down and offering carefully selected choices.

Women have so many work and family responsibilities they don’t have time to research and ponder every buying decision.   

They also aren’t trying to impress their friends by having the most toys. 

 While a man may want 16 different size screwdrivers in his toolbox, you show a woman a tool with 16 interchangeable heads and she’ll buy it.   

Now she has one instrument which takes up less room but accomplishes the same thing, costs less in the end, and does the same job. 

Whether buying for themselves of for the business they own or manage, women make final purchasing decisions based on the relationship with the seller, not on statistics and voluminous data. 

 Given a choice on two nearly identical products, women will choose based on customer service and relationship with the vendor.

Men want to buy the product and leave, while women want to know how it works.

 By having enough staff to guide the customer and answer questions they have good to unequaled repeat business from women. 

And stores have learned that customer service is respect. “It’s taking the time to explain things to a customer and not talk down to them”

Entrepreneurs assume that marketing to women is all about discounts and giveaways, but care and creativity is what really attracts women.   

If a man is ignored by a sales clerk he thinks, “What a jerk.” 

A woman will think, “I hate this company.” It’s the small things, good and bad, that make the impact on women customers. 

 Learn this, and you’ve got a handle on your share of a growing niche.

How To Succeed With Internet Marketing Campaigns

Internet marketing has quickly become one of the most popular advertising options available for Advertising. The Internet reaches a worldwide audience and is available 24 hours a day. For this reason more and more potential customers are turning to the Internet for a variety of reasons including researching products and services and making purchases.

As more and more consumers turn to the Internet for these reasons, it is important for businesses to establish an online presence.

This is so important because failure to do so may result in their competitors gaining an edge over them in competing for sales.

While it is important for business to begin Internet marketing campaigns it is also important for these same businesses to realize basic advertising principles still exist and they cannot neglect these principles. Most importantly those who advertise online have to be aware of who their target audience is and how to reach this audience.

As with any marketing campaign, business owners should do some market research before they launch their Internet marketing campaign. Ideally this will involve hiring a research consultant with a great deal of experience in conducting and evaluating this type of market research. 

The results of this research should determine the basic demographical information for the target audience. The results should also include information on how to reach this target audience. A business that cannot afford to hire a consultant to conduct this market research should still make an effort to obtain this information on their own.

  This can be done through informal polls of current clients. This information may not be as comprehensive as the information obtained in a more formal study but it can still provide a great deal of insight into the best way to reach the target audience. Once this information is obtained, it is important to tailor the Internet marketing campaign to appeal to the target audience. 

There are a number of different variables which can be modified to ensure the right message is reaching the right people in a manner they can understand and in which they can relate. Some of the ways in which your Internet marketing campaign can be tailored in this way include the aesthetics of your website or advertisements, the wording of your copy and the use of more advanced design features such as audio and visual or interactive tools.

The aesthetic appeal of a website can greatly contribute to how the website is viewed by the members of the target audience.

 A website which is designed to attract the attention of an older generation with more conservative tastes should include muted colors, clean design and conservative graphics. This will help to ensure the target audience enjoys the website. 

Conversely if you are looking to appeal to a younger audience with more liberal viewpoints you might chose to design the website with bold colors, eye catching graphics and creative design features. The copy you include on your website should also take your target audience into consideration. 

Consider the examples of a conservative and a liberal audience listed above to create a better understanding of how the copy on your website can appeal to the target audience.

When marketing to a more conservative audience, the copy should be tailored to use formal language and use facts to back up viewpoints. However, when you are marketing to a more liberal audience or a younger audience you can consider using less formal language which is likely to appeal to the target audience. 

You can also focus more on emotion to express viewpoints. Finally, when a website is created for the purposes of Internet marketing it is important for the design of the website to appeal to the target audience.

You may wish to include audio and video clips on your website but these clips should appeal to the target audience. For example if your website sells skateboards you might consider incorporating audio clips from punk rock bands as opposed to country music bands. 

There may be some skateboarders who enjoy country music but in general punk rock music more closely represents the skating culture.

Keeping these details in mind is very important for Internet marketing.  Have a Wonderful Day