For many advisors, marketing to women is a very appealing prospect. After all, Baby Boomers control the majority of our nation’s wealth, and because women typically live longer than men, much of that wealth is poised to be transferred to female Baby Boomers in the next decade or two.
At the same time, subsequent generations of women also have high prospects for future wealth. Women account for 60 percent of four-year-college graduates and have been starting businesses at higher rates than men for the last 20 years.
While personal and professional roles for women have been evolving, many financial advisors lack the marketing materials to appropriately address today’s affluent women. If your goal is to make a genuine connection with women, choose images for your marketing materials that show you understand who they are.
Choose images that resonate. If you aren’t sure what I mean, here’s an example: Let’s say you market to female business owners. You search “business woman” in hope of finding some stock images to use on your website. Hundreds of images of women wearing business suits and stiletto heels and crossing their arms come up in your search results.