Bridge the Investment Gender Gap with Education

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Bridge the Investment Gender Gap with Education

Jason Conger Financial Advisor

I hope this doesn’t come as a shock
to you, but you don’t know
everything.

 

It’s all right—no one does! There’s no shame in admitting you’re not a know-it-all. What is a real tragedy, though, is when you stop learning new things…or if you do learn something new, you fail to do something with that information.

We’ve talked about how female customers are seriously underserved and ignored by the financial services market. Here’s some information you might not have picked up—if financial advisers strive to make stronger connections to female investors, they could unleash $330 billion in global revenue each year.

There’s a number of factors in play with the gap between women needing to invest, and the financial professionals that could serve them.

Traditionally women have earned less than men, so marketing messages tend to bypass them. Too many money pros talk down to women, adopting a condescending rather than helpful tone—and that’s a huge turnoff. Also, financial advisors tend to take a one-size-fits-all approach, using the same language and marketing tactics for women as they do when addressing men. The trouble with that? Women have different needs, perspectives and experiences, so what works for Tom might not fit for Mary.

 

Too many money pros talk down to women, adopting a condescending rather than helpful tone—and that’s a huge turnoff

Recognizing the need to shift strategy in order to capture female investment clients is the first step—but it’s not the only step

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What exactly are their needs? How do you speak their language? What do you say to earn their trust, and engage them without alienating or insulting them? How do you bridge that wide gap and capture their business?

Education is the key.

Continual learning is something we firmly believe at Purse Strings. If you take a look at the biographies of our team members, you’ll notice some impressive educational experience. In addition to degrees from some pretty notable institutions of higher learning, we also have combined decades of experience training professionals like you, to elevate your career and better serve clients by continuing your professional education.

Once you’ve taken that crucial first step of deciding to improve your ability to reach and engage female investors, the Purse Strings course is the next step. During the dynamic three-week online course, you’ll explore various ways you can better position your organization to capture women clients. You’ll learn what women are looking for in a financial adviser, what your business currently is doing right (and where you’re missing the mark), hear strategies you can implement, and gain insights from financial professionals who’ve turned it around in their own businesses. The program can empower you to guide women toward mastering their own money.

 

Now that you know what you need to learn…

Take a look at the powerful Purse Strings program. Then, give us a call—we’d love to learn more about you, and how together we can build your understanding of the female investment market.

We will provide you useful and timely information you can use to be #financiallyfearless

Success Stories: Marketing to Women Pays Off

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Success Stories: Marketing to Women Pays Off

marketing | women | success

Women are the majority of the population, representing nearly $22 Trillion in buying power.

It’s stunning, then, that they get woefully little attention from financial advisers. That’s a staggering amount of money to be left on the table, which is why Purse Strings has made it our mission to close that gap. Female investors deserve to be listened to, and the savvy financial professionals that spend time serving their specialized interests will be rewarded for rising to the challenge.

The pros at Prudential get it. As part of their Total Market Strategy, the financial services giant is encouraging money-minded businesses to take a look at women as well as Latino investors, the LGBTQ community, people with disabilities and other underserved populations. In “Winning with Women and Multicultural Investors,” Prudential “Tapping into these markets requires building relationships, winning their loyalty, referrals and business for years into the future,” they advise. “Understanding what motivates and influences these segments as they explore financial products and secure their financial dreams is the first step to establishing success in the marketplace.”

Other sectors paying respect, not just lip service, to female consumers and are seeing their efforts pay off. Let’s take a look.

Raise your glass

Several years ago, global spirits maker Suntory launched its “Whiskey and Women” market research initiative. The company discovered that about 30% of growth in the category was coming from women, even though no real effort was made to reach or engage women.

“I just felt we could do better than that,” said Rebecca Messina, SVP/global CMO for Beam Suntory. To take advantage, Suntory created a campaign for its Jim Beam brand with these thirsty women in mind. They signed actress Mila Kunis as brand ambassador and launched a campaign that emphasized the interest and style of female drinkers—less swagger, more empathy.

 

marketing | women | success

Fitness and fashion

The sports and workout apparel market is booming, yet some companies are struggling. About a year ago, Under Armour posted the first sales drop in its history. To recapture some of the magic, they’ve launched a number of efforts to speak directly to active women. Initiatives include the Lindsay Vonn collection, timed to debut just before the skier’s performance at the 2018 Winter Olympics. They also introduced the female-centric “Unlike Any” campaign, showcasing fierce, famous female athletes like dancer Misty Copeland, stuntwoman Jessie Graff and runner Natasha Hastings.

Humor and hygiene

Back in the day, feminine hygiene marketing was pretty lackluster—nothing engaging or entertaining about it. In the past several years, brand owners have made some interesting changes, injecting campaigns with color, humor, empathy and other elements that had been missing. One notable example: after a distribution SNAFU left its products M.I.A. from shelves, OB Tampons kicked off a campaign that issued hilarious personalized apology videos to all the consumers in its database. Consumers responded, and the campaign landed several ad-industry honors.

   Tapping into these markets requires building relationships, winning their loyalty, referrals and business for years into the future

Increased connection with female consumers works for retail brands, and it can work for financial professionals like you. Check out the Purse Strings programming and learn how to empower your operation to take advantage of this under-served market.

We will provide you useful and timely information you can use to be #financiallyfearless