Ok let’s have some real talk…m’kay?!?!!? Let’s talk about the buying power of women….

In the current season that I’m in…hello empty nester here…I’ve been digging into the power of women.  We’ve raised three POWERFUL young ladies who are all almost in their 20’s now ….and watching them come into their own has been so encouraging and life giving.  

And mamas who are in the eye rolling stage, I promise they outgrow it and they will call you to ask how to cook rice, how to make a doctor appointment, and how to choose between this art piece for their apartment or that one.  

What I’ve also curiously watched as our girls have gotten older is their buying power and buying choices.  Looking at what matters to them as young 20 something’s is fascinating.  They are a completely different generation of buyers than I was at their age….I didn’t have internet…I had malls and department stores and the sales ads that arrived in the Sunday Newspaper. 

In fact, I was pregnant with Madelyn and Emma when Old Navy and Gap had just launched their maternity lines and online shopping was just beginning so I was able to order clothes and have them shipped to us in Japan. So insane how fast times have changed.

But let’s lean in even more on that point…in twenty years we’ve gone from just being able to online shop to now being able to shop from our phones and from the recommendations of others (hello influencing) and even uploading images of your room so you can see what the sofa will look like in your space.  The buying experience has evolved so quickly. 

So what does that mean for those of us who have businesses?  It means that we too must change, evolve, pivot, lean into new generations of buyers so that we can serve them really well with our products and services.  Because let me tell you…the younger buyers care about where they are spending their dollars!!  The brands they choose are making a difference and are personal.  They are staying away from traditional marketing that they don’t feel like “gets them”.  

In fact, according to girl power marketing (here’s a great article you can read)  “Women make up more than half of the U.S. population, and control or influence 85% of consumer spending”

As business owners, we must remember that in our marketing.  Women have tremendous buying power and influence.  They are the gatekeepers for their homes and for their families.  Are you as a business owner keeping that in mind?  Does your service or product make a woman’s life better, easier, bring her more joy, offer her tips and tricks, fill a gap in her current market or serve her family and friends in any way?  If it does then speak into that!!!!!  

And do it in only ways that she will understand. 

In marketing there’s the masculine approach of straight to the point, push your service or product, GO, GO, GO….Make the sale.  

But if we soften that approach with our more feminine language of storytelling, sharing, caring, and truly serving our customers from a good place…while still asking for the sale and having healthy boundaries within our businesses…then we will always see success. Because we “get” our buyers!!!  We are them.

And women like to do business with the people that they Know, Like and Trust.  BE THAT PERSON!!! So often I hear from clients, “I feel like I already know you!!”  You know why….because I show up consistently for my ideal clients.  I share stories.  I show my goofy personality.  Hell, I show funny pics of my dogs.  But that is a way for them to see that I’m a real person who has a talent and a heart for what I do and who I serve and that helps them choose me. 

And “91% of women feel that advertisers don’t understand them” So understand them and serve them so well….that’s how you tap into the buying power of women! Allow your brand to be one of serving, storytelling, sharing and caring…they’ll get it and they’ll support it!! It’s the buying power of women…

If you’d like to talk through ways your brand can be more female friendly or ways that you can be a better storyteller in your marketing and brand visuals…I’d love to do a FREE clarity call with you. We can hop on a call and talk through a few key branding touchpoints that you may want to add in to elevate your client experience or to build a better Know, Like and Trust factor!!! Book Here