2) There's no need to overtly target us: There's no point trying too hard to push exclusively to women. We'll see right through it. Take time understanding us like you would on any other demographic, but please don't over-egg the pudding. Just because we've got breasts doesn't mean we have special needs. We're different but don't want to feel we're that different.
Far too many products are rammed down our throats yelling "Look at me! I'm being relevant to women! Here come the girls!" It's patronizing, it's ineffective and often quite alienating. A subtler, more nuanced approach is always far more success commercially.
3) An emotional connection is a big selling point: Studies have proven that women are likely to form more of a lasting emotional attachment to products, and campaigns that make an effort to engage with this often prove to be very successful.
A great recent example is John Lewis' beautifully executed advert "She's always a woman to me," which whizzes the viewer at high-speed through 70 years of a woman's life. The reason this advert works so well is not only that it's beautifully executed -- which it is, heart-achingly so -- but that it also promotes a strong, enduring attachment to a reliable brand.
4) Too much choice is no choice at all: Many men might be perfectly happy to sift through mountains of information in order to find out whether one little black box is slightly better than another little black box, but most women are overwhelmed by choice. If a product is a hassle to buy then we will cease to care about it. So having a hundred near-identical products in the market can be a real turnoff: we don't want choice, we want the right choice. We want to know that a product does what it's supposed to and is obviously at the top of its field. We don't have time to find a diamond in the rough.
5) Entertain, don't educate: Don't try and use statistics to teach us that we need something. Instead, show us why we need it, how it can benefit our lives preferably in a way that's entertaining, fun and engaging. I'm much more likely to warm to a product if it's marketing does not preach, but has surprised me or made me laugh. Top Gear is a great brand that has made cars accessible to men and women by entertaining them. And if all fails, call the Lady Geeks to help you understand women.
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