Women are having a moment. No, scratch that. Women are having a movement. The most recent wave of feminism isn’t truly a wave at all. It’s an incoming tide. A shift in our entire global environment caused by universal forces, expanding definitions, and fundamental changes in the way things are.
But you know all that. That’s not why you’re here. You’re here because you want to know how to talk to women. You clicked or tapped or search-engined your way here because you want to know what one woman in marketing has to say about marketing to women. Perhaps you’re looking for a sharp, pithy, of-the-moment conversation, or a simple solution to the problem of reaching roughly half the population—the half that, incidentally, holds so much more than half of the power to make or break a brand, product, or the reputation of either.
You want an insider’s perspective? Here it is: Stop acting like you know us.
Now, before you take that to mean you should make no effort to connect, allow me to explain. As a woman, I speak with some authority about a major messaging barrier that I’ve seen a lot of brands try (and often fail) to overcome. That is, when the effort to be authentic ends up looking more like an effort than anything real and true. Audience fragmentation is an undeniable fact, and it’s had an effect on well-meaning marketing efforts since the dawn of the internet—and has been exacerbated by the ubiquity of social media. Brand voice is being shouted down by consumer voice in most categories. How your brand expresses itself is somewhat less important than how you engage with the people who support (or despise) your brand. So, how do you engage?
A woman's experience with a brand, whether it's physical or digital, can echo through your target audience far and beyond a singular touchpoint.
Comparing men and women at an emotional level, we find that women are better than men, on average, at caring about a brand. A woman is more likely than a man to remember what an ad was advertising, which companies have had their reputations sullied by some public relations snafu or other, and which brands found a way to speak to her with an honest point of view and genuine care for her wants and needs. Our memories are long and our opinions are unforgiving, but that doesn’t mean it’s too late to reimagine how you market your products and services to a demographic that’s becoming more varied, more discerning, and stronger by the day.