Don't be gender-myopic

The Small Business Blog is talking about marketing to women… but let’s be a little more generic: marketing to the opposite sex.

90% of the time when I look at a small company’s marketing I can discern the gender of the owner. Why? Because people tend to create (or commission) marketing materials and ad campaigns that would appeal to them. Often, this is a mistake: you’re ignoring the other 50% of the market.

Unless you’re running a small business whose product or service is very gender-specific (like, for example a cosmetics store, or men’s clothing store) you should review your marketing materials (or, even better, have your husband/wife/etc. review them) to make sure that you’re not marketing to one sex or the other. It could have a profound impact.