Don't: Make everything pink or smaller
There is a persistent misconception in certain parts of the marketing world. Namely: that you can sell a product to women by making it pink. Of course, it doesn't work that simply. This approach is miles away from showing understanding for the personal situation or the problem that the woman in question is facing. It rather shows that as a marketer you don't know the first thing about communicating with your target group.
And it only points to the use of outdated clichés. Because women are not all princesses lying in a pink nightgown in a fluffy pink bed and dreaming about pink unicorns, flowers and butterflies:
Another great example is the choice of pen maker Bic to change their existing successful formula to a version especially for women. In pastel shades, where the pen also seems to have a thinner design. I can't remember ever hearing a woman sigh that she really couldn't write any longer with that ridiculous, 'male' Bic ballpoint...
Don't get me wrong though. I'll be the last to say that everything has to be in the same boring colour. And other products that are sold specifically for women or men are certainly useful. Think of vitamin pills, special tea or deodorant that is tailored to the physical characteristics of men or women.
Don't: use clichés or stereotypes
OHRA was already dragged through the mud on various hong-kong business email list social media last December because of the action below. But you don't have to look at it for long to figure out why the photo didn't go down well. Not just with women, by the way. I can imagine that it also comes across as rather condescending to male doctors and medical students, who are dismissed as weird nerds.
EO
Local SEO , what does that mean? This form of SEO consists of two objectives:
Be found when someone types a relevant search term in combination with a place name into Google (such as 'hair salon Delden')
If someone is already near your business and searches for a 'good hair salon' via Google
Important for local findability is therefore: relevance, distance and authority. Is your company relevant to the search query? Is the company close to the user? Is your company better known or better regarded than competitors.