Marti Barletta’s book Marketing to Women should be required reading for anyone in sales or marketing. Women influence or control most purchasing decisions, and because of demographics and other factors, their power is growing. When marketers ignore women, they ignore business. And, since most sales and marketing communication is indeed geared toward men, smart companies can increase sales unopposed, simply by appealing to women.

The really good news is there’s no trade-off between marketing to men and marketing to women. In gender marketing, you can have your cake and eat it, too. Barletta points out that women are more demanding customers than men. She says if you meet a woman’s expectations, you will exceed a man’s. I think that’s hard to argue with.

Still, marketers must use different communication techniques to influence women. For instance, men tend to be intrigued by exotic product features, but women as a rule couldn’t care less. Men, being systematic thinkers, like products explained in charts and graphs. Women’s thought revolves around relationships, so they prefer to have products wrapped in a story about people and their experiences. Many techniques come into play, depending on the communications medium. Barletta’s book gives them all a thorough going over.

My guess is most small and midsize companies can capitalize on the female side of the market. My personal bank is just such a firm. Their lobby has soft leather chairs and oil landscape paintings on the rich, wood paneled walls. The pleasant aroma of coffee and croissants wafts through the air. It reminds me of a romantic north woods lodge. The lobby of my former bank reminded me of my 8th grade biology classroom. Guess which lobby appeals more to women? Guess which bank is growing leaps and bounds?

Men tend to overlook nuances like wall hangings and croissants. But a proper attention to detail, when applied to direct mail, advertisements, or Web sites, can earn companies a loyal following of female customers–customers who are more likely than men, by the way, to refer business your way.