Isn't marketing to women just good marketing? Of course. So why are so many companies, and even entire industries, missing the boat?

Perhaps executives aren't really committed to the women's market opportunity? Perhaps the whole “women's thing” is a bit daunting for some reason? Perhaps the company dipped a toe in the water in the 1980s by painting the interior of its retail outlets mauve, and darn it all if it didn't work?

Well, here's the key: learning more about your female customers and how they buy is potentially more important than the product or service you are selling. Got your attention?

“Transparent marketing” is really the future of marketing. Using this approach to reach women, in particular, can be an incredibly powerful tool for increasing sales and building loyalty.

What is transparent marketing? It is knowing your market inside and out, and then delivering products and marketing messages that are relevant to them. It involves a lot of preparatory research and continual interaction with your particular women's market.

The difference in using transparency marketing is that your company would not be just dabbling in the “women's thing.” Instead, it would be truly committing to, and investing in, women as consumers. Do I need to remind you that women make or influence some 80% of consumer purchases these days?

So, how can companies revise their methods to more transparently connect with women?

First, the whole team, from executives on down the line, need to see the value in better serving women. Then, everyone needs to commit to learning more about women and how to tend to the complexity of their purchase decision-making process.

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image of Andrea Learned
Andrea Learned is a noted author, blogger, and expert on gender-based consumer behavior. Her current focus is on sustainability from both the consumer and the organizational perspectives. Andrea contributes to the Huffington Post and provides sustainability-focused commentary for Vermont Public Radio.