There is an added bonus if you open up about how you do business to get the best of both radar and lasers. There are many signs that the younger generations of men and women -- including 30- and 40-something up-and-comers -- share traditionally “female” traits in vision, communication and collaboration. Why? The digital age man is accustomed to multitasking (thanks to smartphones) and sharing more (on sites like Facebook and Instagram), and his generation has a greater appreciation for the broader view of work and life. So if all of the data on why women should be important to your practice isn’t compelling enough for you, it may spur you on to know that your traditional target customer is evolving in a new direction and that your adopting of more radar will pay off.
One of the reasons I work where I do is we have a process that is very comfortable and insightful for both men and women. For me, that matters, as a marketer and a woman.
Gail Graham is chief marketing officer at United Capital, a national partnership of private wealth counseling offices. She is responsible for all aspects of marketing, branding and lead generation as well as business strategy and planning. Follow her at @GailGrahamUC.