Marketing to Women

Eighty percent of all consumer purchasing decisions are made by women. Understand and implement the "EVEolutionary Truths" set forth by Faith Popcorn and co-author Lys Marigold in their book, "EVEolution" and tap into this powerful market.

Here are some ideas:

• Connecting female consumers to each other connects them to your brand. How can you connect one female client to another? Hold a free workshop at your local library and encourage the women who attend to introduce themselves to each other.
• If you're marketing to one of her lives, you're missing all the others. Women wear many hats, so you might design your worksheets to be completed in shorter segments so women can work on them while waiting for their child at one of their many activities.
• Market to her peripheral vision and she will see you in a while new light. Pick a child-friendly bookstore and offer to co-sponsor a brief talk on the careers industry at the same time they offer storytime to kids. Do the same thing at your local library.
• Walk, run, go to her, secure her loyalty forever. Make it convenient for her to work with you. Set up your website to handle requests for services.