What Women Want Series: Part 7 – Proper Communication

Women vote for your brand with their dollars

Communicate regularly in the way that the female consumer wants to be reached.

Ask them what they prefer and then honor that request.  Maintain your contact avenues very regularly (culling and updating email/mail lists, etc.) and know with what frequency they want to be touched.

In this day and age, permission marketing is even more important than ever. Making sure women get what they want as far as advertising and marketing is critical to them engaging in your brand.


Well, everyone has a full day, yes? And we all get the same 24/7/365. Many women seem to still juggle more in terms of daily chores, duties, and responsibilities with family and work and…. If you contact women when they want to be contacted, how they want to be contacted and in what medium they prefer, you’ll get waaaaaay farther than just throwing darts in the dark.

One size does not fit all and one communication method does not fit all of today’s patrons.

Is your beer in her shopping bag?

Plus if you’re not savvy about how your message is reaching them, you stand to irritate, alienate and loose potentially valuable female patrons. Talk to them and ask them ‘How would you like to be communicated with from Brewery ABC?’ It takes only a few minutes of time and has enormous pay off potential.

Know that there is no one universal communication style answer that fits even the majority of women. Some like Internet contact, some prefer hard copy mail, and still some only want to investigate themselves when they’re interested. Knowing this about the female consumer will help you earn and keep their business.

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Small World

Here’s a direct quote from an email removal request:

“I would appreciate your removing my email address from you[r] list as I live in Pittsburgh and I think I am on the other side of the world from you and your activities. But thank you anyway.”

Small world - from one coast to the other

Very good. Permission marketing dictates, as should our uncommon good sense, that we act appropriately on this (which I did immediately and from which this person originally asked to sign up).

What struck me was that it really is a small world, two coasts or borders of any country are only separated by miles and mindset.

Be a geek, not a snob, honor thy consumers requests in a timely fashion, small world or not.

Permission marketing is another big point for the female consumer. Ask them how they want to be communicate with and then do just that.

“But that’s so much work!”

Not really – in fact when you ask, they’re helping you figure out how they want to be reached and will be way more receptive.

See it as opportunity. Anytime there’s a conversation, there’s opportunity.

Open the doors that’re knock knock knocking…

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