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Selling to Women... It's Time to Get Scientific and Serious

Jenny Darroch | Posted 12.16.2014 | Business
Jenny Darroch

In the few books written on selling to women, I see a heavy reliance on gender stereotypes. These books also fall into the same old trap of assuming that all women are the same -- and so recommend a worn out "one size fits all" approach.

Marketing to Women, or Should I Say Marketing to People With a Female (or Male) Brain?

Jenny Darroch | Posted 12.08.2014 | Business
Jenny Darroch

My first recommendation for marketing to women is to determine where your female audience sits on the emphasizing-vs.-systematizing spectrum. Put another way, how dominant is the "female" brain among your target market?

What's the Stink About Pink?

Jenny Darroch | Posted 09.27.2014 | Business
Jenny Darroch

When marketers use pink to signal their products are "female friendly" they fall squarely into the trap of stereotyping women as being feminine, kind and nice.

Avoid Gender Washing: Making Sense of Marketing to Women by Understanding the Three Waves of Feminism

Jenny Darroch | Posted 08.10.2014 | Business
Jenny Darroch

Realizing that women make around 85 percent of all purchase decisions but unsure of how to effectively market to women, many managers end up adopting a strategy of "gender washing."

Love and Logic Equals Great Marketing

MaryEllen Tribby | Posted 11.19.2013 | Business
MaryEllen Tribby

The greatest marketers of all are those who love marketing, use logic to track and read results and who understand the value of testing and live it everyday.