Meanings Matter in Marketing to Women

Meanings Matter in Marketing to Women

Different Gender Cultures Speak Different Languages

There are distinct gender cultures, and they don’t always speak the same language– even if men and women share the same broader culture.

When my client New York Life wanted to recruit more female insurance agents, it started out by asking both male and female agents what they saw as the primary benefits of choosing an insurance career. As the first priority, both women and men said “money.” Men elucidated that as “the ability to earn a lot of money,” while women thought of it as “the ability to get paid what I’m worth.” In this example, both genders used the same word but with different meanings.

The second priority agents expressed was identified by men as “independence,” while women said “flexibility.” If you think about it, they’re really saying the same thing, but their word choice frames their meaning in a completely different context. This example is the mirror image of the one above– a case where different words were used to express the same meaning.

To create marketing communications that women will respond to, you have to be in close touch with women’s meanings and word choices. You can’t strain them through male perception and assume you’ll emerge with the right meaning. It’s not realistic to assume that what “makes sense” to men is going to resonate with women in the same way.

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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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