I have a friend I’ve known since high school. When he shot a hole-in-one a couple of weeks ago, there was a small mention in his city’s newspaper, which someone gave to me.

I sent him a note that teased him for using his wife and brother-in-law as witnesses. I told him if he ever plans to commit a crime, he needs to line up better alibis than his own family. Oh, and I congratulated him on the shot.

Is that any way to talk to a friend?

Sure it is, if you’re guys.

Would women send a note like that? Hardly.

This is an example of the differences in the way men and women communicate. Yes, the differences are joked about, but they really exist.

That’s what Marketing to Women is about. The differences in the way men and women communicate and if you, as a marketing professional, want to successfully promote your business and your products, then admit there are differences and focus on the gender most likely to be your customers.

Wait a minute, guys. Don’t stop reading just yet. I’ve already heard your argument from a few other financial services clients (some of whom are women). You say, “Most of our customers are men.”

Really?

Check again because there’s a consensus that says 89 percent of all financial services accounts are opened by or through the influence of women. Some of our own clients did a spot check with their branches and found that’s an accurate estimate.

I can’t cover all the aspects of Marketing to Women here. We both need to get back to work, after all. But I’ll include some follow-up information as time goes by.

Meanwhile, if you want a good source for Marketing to Women principles that will have you nodding in agreement as your read, pick up a copy of Marti Barletta’s book, Marketing to Women. Marti’s book changed me from a skeptic to a believer. Actually, I read ideas in her book that I already knew, I just didn’t know I knew them. Make sense? Marketing to Women does.

Women are the primary shoppers and researchers when it comes to many products, including financial accounts. They want details and they look for “the perfect answer.” If your marketing doesn’t take factors like these into consideration, you’re missing the chance to attract new customers.

ACTON Marketing has tested and used Marketing to Women strategies since 2003, when we introduced the strategies to the financial industry.

Joking aside, this is what works for financial marketing.