How To Market To Women

 WHY She Buys!

How would you like to have more successful ratings, more effective commercials, and happier clients?

I'm surprised that more program directors, sales managers, copywriters and sales reps don't quite understand how important women are in the financial success of their stations.

Part of the problem, is that radio is male oriented, and frankly, the male species often does not understand or give much thought to the fact that women control much of the money in today's retail economy, and what you should be doing to attract them.

There is a wonderful book called "Why She Buys" by Bridget Brennan who is the CEO of Female Factor. It's worth buying a copy if you are ever to start marketing to this important segment of the population.

Her book is called “Essential Reading” by The Wall Street Journal. It was named "Top 10 Marketing Book of 2009" by MediaTrust.

Brennan has created programs for major clients such as Whirlpool, Johnson & Johnson, Pizza Hut, Colgate-Palmolive, United Airlines and AT&T, among others.

But first let's take a look at some stats:

• 80% of all (male, female, and child) apparel purchases are made by women.  
• 85% of all household spending is controlled by women
• 52% of all new vehicle purchases are made by women. 
• 85% of all new vehicle purchases are influenced by a woman.
• 94% of all home furnishings are controlled by women. 
• 45% of all electronics purchases are made by women, and 61% are influenced by a woman. 
• 80% of health care decisions are made by women. 
• 92% of packaged goods spending is controlled by women.
• 50% of new computers are bought by women
• 70% of travel decision are made by women. 
• 92% of all vacation travel are influenced by women.
• 90% of women participate in decisions that affect household investment and retirement accounts. 
• 40% of all game players are women
• 20% of home purchases are made by single women. 
• 91% of all real estate purchases are influenced by a woman. 
• 55% of wine purchases are made by women. 

So how does one go about capturing this valuable buyer. Here's her checklist of how you can appeal to the base:

1. Storytelling
2. Personal testimonials
3. Before-and-after comparisons
4. Tie-ins with worthy causes
5. Compliments
6. Self-deprecation
7. Milestone references
8. Life stage references (not age references)
9. Woman as hero instead of product as hero
10. Value messaging that makes women feel smart, not cheap
11. Reassurance for luxury products - remove guilt factor
12. What something does, not how it works.

If you are a program director, sales manager, copy writer or sales rep, I would advise you pickup a copy of "Why She Buys" by Bridget Brennan today.