Talking to women: how to communicate with individuals not stereotypes
Women are the world’s most powerful consumers. They drive 85% of all consumer purchasing and their impact on the economy is growing every year. As such, it has never been more important for brands to learn how to speak successfully to women.
Nicola Thompson is a copywriter at Hugo & Cat
Here are five things your brand can do to get it right:
Get targeted. Extremely targeted.
When brands target ‘women’, they’ve already made a mistake. By flattening all women into a two dimensional stereotype, the audience is instantly too broad and you’ll end up connecting with fewer people. People want content that is specifically catered to them, so brands need to take the time to understand their audience on a more personal level and identify their unique drivers, desires and fears.
Look for human insight, not female insight
The way brands talk to women is often overshadowed by their fear of making mass generalisations about gender. The safest way to overcome this is to stick to the facts. Look for real human insight rather than facts based on female stereotypes. Understanding how your brand meets a genuine need in a particular woman’s life will give you an authentic insight into the best way to engage and communicate with your audience.
Tell a real story
Brands that truly connect with women are honest and authentic. Tear-jerking or hilarious, they tell real stories that move people on a personal level. A good example from Under Armour features world-class ballerina Misty Copeland. Her story of strength and determination follows Under Armour brand values to empower women to work hard and defy expectations.
Inspire and empower
When women invest in something, they’re not just buying a product, they’re believing in a brand. By sharing a woman’s personal values, brands can create something even bigger to be a part of. Something exciting and inspirational – a movement. Nike’s recent campaign featuring FKA Twigs is a good example of this. By recognising women as strong, powerful individuals amongst their team of ambassadors, Nike inspires them to become part of a global community of athletes.
Listen
How can brands learn from the world’s most powerful consumers? Listen to them. With the growth of social media, brands have an unparalleled opportunity to hear what women really think and feel. When brands actively listen to their customers, collaborate and innovate with them, they truly thrive. For brands to fully harness the power of their female audience they must build trust and create lasting relationships through open dialogue.
So the next time you want to spark up a conversation with the world’s greatest emerging market, know exactly who you’re talking to and how your brand fulfils their genuine need. Be open, honest and tell stories that inspire women to be a part of something great. Listen, learn and you’ll discover the powerful influence women can have on your brand success.
Nicola Thompson is a copywriter at Hugo & Cat
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Hugo & Cat
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