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Are one of the online entrepreneurs whose niche members are mostly women in the 17-34 age range? There are many other highly unique factors about this group, but although everyone will tell you it’s too broad and generic a metric to matter, gender is an important piece of your marketing puzzle – especially when it comes to psychometrics (measuring how people think and perceive).

You’ve heard, here and there, that one has to copywrite differently to reach women. Well, the same goes with advertising. That’s why social media should be one of the first venues you think about, if the female gender makes up the majority of your subscribers, or target market.

Social media is the perfect vehicle for communicating with this particular demographic. Women are the largest demographic on social media generally – especially on Facebook. To a majority of women, even business communication is relationship-driven at the core. If a female subscriber or viewer trusts you, they’re more likely to listen – and buy. And one way to build trust is to concentrate on that personal, one-on-one, real-time connection provided by social media platforms.

Of course, the problem is that you can’t really write long letters to each one – there just isn’t the time, and you’d end up working for free! But you can immediately connect on an emotional level by answering their tweets on Twitter, interacting with them on forums and hanging out with them on social networks. And you don’t have to spend hours at it either (though that is easy enough to do!) Just a little interaction a day… and then, once you’ve established the connection (or built your cleverly optimized Facebook Page) you can let your social media advertising take over some of that time load.

It’s particularly important to think sympathetically, in order to engage your female readers with your social network ads. If you can make them identify, feel or laugh… and if you can entertain and amuse them enough to click on your ad… you’ll have, in one go, vaulted past the multitude of slick, high-powered ads produced by professionals, who have forgotten that important "relationship and connection" factor.

One tip to help you write your social media ads: Men are more likely to be attracted to left-brain "logic" words relating to statistics, measurements and of course the competitive macho factor. While lots of women are also quite capable of being macho and competitive, results seem to indicate that they prefer more intuitive communication, in words that relate to "feeling". A man is more likely to perk up his ears at: "Does your car impress your friends?": A woman is more likely to respond on an empathetic level to: "Do you feel tired?"

Connect strongly enough, and if you’re also hoping to brand yourself, your event or your business, you’ll easily succeed. A case in point: Canada’s Lilith Fair, started by musician Sarah McLachlan and friends, and once regarded as a quirky chick thing. It’s now acknowledged as a major cultural annual event, and most women on Canadian Facebook who see Lilith Fair’s plain ad know instantly what it’s about, just from the word "Lilith" alone.

Of course, everyone is unique – but statistics do seem to side with the "relationship/intuitive/feeling" approach, when it comes to women. The real moral is: Be sensitive to your readers’ preferred communication styles and your social media ads will help your business grow much more rapidly.

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