It’s more than the name of this blog. It’s the name of a book by Lisa Johnson and Andrea Learned that takes on the blunders marketers make when selling to women. After all, most advertising decisions are probably based on stereotypes and biases (instead of research), such as all women like the color pink.
While there is no blanket answer for marketing to women, the book points out key gender differences amongst consumers. Some of them include:
- Women tend to see the bigger picture when making a purchase (like how it will affect her immediate family).
- Men tend to jockey for status, while women lean more towards making connections.
- Women tend to have more of a pre-purchase process (research & shop around).
If you haven’t read the book already, you should. There’s a lot all of us could learn from it. You can read the first chapter online here. And for the women out there, tell us what you want to see in your advertising.
Ron Lee
Proud owner of XY chromosomes
