Nix the Bulleted List When Marketing to Women

Nix the Bulleted List When Marketing to WomenWhen making purchase decisions, women seek to add information, not take it away. Details add richness and depth, and are necessary to understanding the situation.

By contrast, men prefer to strip down a decision to its starkest details, for example, creating a “top three must-haves” list. And so was born the bulleted list, a communication tactic designed to appeal to men’s focus strategies. In an effort to “cut through the clutter,” the bulleted list hopes to:

  • Highlight the most important information
  • Reduce distracting details (like full sentences)
  • Get to the point faster

When Marketing to Women, Give Context

Women aren’t jazzed by bulleted lists and aren’t impressed by their supposed benefits. Women want the deeper context, the story of why your brand is best for them.

So if you are accustomed to delivering your message via a bulleted list of key facts and product features– which may be an ideal format for men– you need to think about adding a complementary treatment for women, one that places the product within its environment, lifestyle and feelings. Consider ways of showing your brand in typical situations, full of realistic details that help women feel, “That’s just like me!”

For even more detail, read my previous article “Women Want it All. Can Your Brand Give it to Them?

This entry was posted in Differences between women and men, How women buy, Marketing to Women, Things women care about and tagged , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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