Men and women think differently, and to earn their business, you need to market to women and men differently. If men and women behave and act differently from each other, then likely their attitude as it relates to marketing – and even more importantly buying – would also be different?
Virtually an untapped market, single, divorced and widowed women represent the number one potential opportunity for those financial advisors who really take the time to understand what they are really looking for.
There is no one-size-fits-all guide to marketing to women. But the following are 5 great tips that should assist you in effectively targeting this valuable and ever-growing market segment.
Tip #1 – Avoid Negative Campaigns
In marketing your firm, don’t use traditionally male-dominated negative language in advertising campaigns, websites, and client newsletters. In marketing to women, avoid words like annihilate, crush, destroy, win, and shatter. Incorporate words such as balance, harmony, stability, and trustworthy into your marketing materials because these concepts resonate with women’s desires to be connected and work together.
Tip#2 – Tell Stories
Women, like all clients, remember stories far longer than details and facts. Whenever possible, use storytelling to market your practice. By sharing tales about female clients who are in similar situations or have faced comparable financial challenges, you are showing them that you understand their unique needs and have experience advising women in similar situations.
Tip#3 – Don’t refer to your event as a seminar
For most women, seminars often seem long and tedious. Women prefer education. While marketing to women, referring to it as an EVENT will make it sound more festive and exciting.
Tip #4 – Utilize Social Media
Social media has earned its’ place as a very valuable tool in attracting and interfacing with both new and existing clients. According to a recent Nielsen study, women now represent the majority of individuals utilizing of social networking sites; spending 30 percent more time on these sites than men do.
If you are experiencing lower response rates in your seminar marketing efforts while marketing to women, Resource Solutions “Social Media Boost Program” could be just what you are looking for! This program is a very inexpensive way to optimize your marketing efforts by boosting your response rates. Call one of our experienced marketing consultants at (866)855-3710 to learn more.
Tip # 5 – Don’t Over Sell, Connect
Because women are often bombarded by salespeople who are looking to sell their products and services, an aggressive sales pitch that comes on too strong is sure to turn them off. Instead of selling to them, focus your efforts on connecting and building a relationship. Invest the time and attend networking events. Host female-friendly luncheons, and find ways to meet with your women clients one-on-one. This type of connection is not only good for your marketing and public relations campaigns; it can also help build the foundation for enrolling more female clients who are loyal and top-notch referrers.