Marketing to Mid-Life Crisis? Women Won’t Buy It.

Marketing to Mid-Life Crisis? Women Won’t Buy It.Mid-life for Boomer women defies the cultural assumption that people become unhappier as they age. Marketing and sales professionals should focus on the many reasons Boomer women have to celebrate mid-life. One reason mid-life is such a revitalizing time for women is that women have built a support network throughout their lives, which only strengthens them as they age.

Women bond with each other by talking. Oh, there may be an activity involved—dining, shopping, working out—but it’s all a background to the conversation. They like hearing another person’s stories and problems because it builds an empathetic connection—it’s one of the things women are wired for. Women friends are great when you’re feeling low; they’re like your own personal psychotherapist.

When things are rough, like when she’s going through a mid-life crisis, a woman has a whole network of personal therapists to draw on. And this network can be a lifesaver, as some of the participants in our Marketing to PrimeTime Women research said:

“My friends and I meet and walk for an hour five days a week. We all try to touch base and be our own therapy group. It’s so healthy for me. We have helped each other out.” – Lynn, 50

“My friends… without them, I would be a basket case and much, much lonelier.” – Anne, 54

Marketing to PrimeTime WomenResearch shows that friendship lowers blood pressure, boosts immunity and promotes healing. It may help explain one of the mysteries of medical science: why women, on average, have lower rates of heart disease and longer life expectancies than men.

A focus of your marketing to Boomer women strategies should include the importance of friendship and networks. Communicate the Boomer woman’s strength through her network, and how she is strong for own her friends.

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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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