• Ad Age, Tuesday, November 15, 2005 2:15 PM

In the second edition of her book Marketing to Women, author Marti Barletta contends that marketers who want to reach female buyers have to provide the "optimal solution" to their needs in order to close a sale. Unlike men, who are willing to settle for a product because it fills their top criteria and can be purchased quickly, women want more. A lot more. Barlatta contends that women are seeking the perfect solution and are willing to consider all options to find it. As such, marketers have to meet all the needs on a woman's shopping list, not just the top two or three. According to Barletta, successful marketers must emphasize the benefits that are further down the list; those benefits are the ones that will set companies apart from their competitors.

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