It's no big secret that women are now the major decision makers when it comes to consumer products. And, as marketers, we need to learn to change the way we talk in order to connect with our consumer.
I know I pick on local auto dealers regularly, but I just can't help myself. Once again, they are the perfect example of some very terrible advertising. All the screaming and yelling on the radio. The print ads that are busy, loud, and stressful. When are they going to realize that this just doesn't work anymore?
With 80% of consumer spending being made by women, the businesses that speak in a way that would appeal to women will be the businesses that suddenly find themselves ahead of their competition.
June Bisel
Partner, BBG&G Advertising
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