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There has been much ado made about the role of women in the marketplace and with good reason. In certain categories like health care, health and beauty, and food and beverage, it’s quite obvious that they’re the decision maker in almost every instance.

The fact is there are very few categories in which women buyers do not play an ever-growing role. So, how do you market to women effectively?

Women, in general, are relaters. They see information, products and even themselves in terms of how they relate to others. One of the most common ways they communicate about all of the relationships that make up what’s important to them is through telling stories.

We’ve all heard it said that man can tell a story in two minutes, but it takes a woman 10 minutes to tell the same story. That’s not because she’s telling it wrong. It’s because she’s telling it in layers, with the richness of detail that makes her relate to it.

So what does that mean to marketers? Quite a bit if you are communicating to a primarily female audience. If we know that the story matters as much as the outcome, there are some “rules” we should follow:

• Do not start with the ending.

• The best stories are emotionally charged, so make sure your marketing is too.

• Do not just cut to the facts. Take time to weave the story.

• Let her feel the impact of the relationships.

• Make it matter.

Skeptical? Take a look at Nike for Women ads, or watch a Hallmark commercial. They tell a story that women buyers can relate to. And they reap the benefit of that insight.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan