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What Women Want

The growing economic power of women consumers is transforming today's marketplace. Find out how to tap into the desires of women--and watch your business take off.

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This story appears in the February 2004 issue of Entrepreneur. Subscribe »

Freud famously wondered, "What does a woman want?" He never figured it out, but many business owners have-and are making money in the process. What women want right now is attention to detail in product design and service; the right choices, not endless choices; and a nuanced, longer selling process that respects their desire to understand what they're buying before they take it home.

This prevailing wisdom doesn't just apply to the obvious categories like clothes, kids' stuff and cosmetics. Marketers of any product or service can adopt a service philosophy that delivers what women want. Once you translate these expectations to your market niche, you'll win the hearts and pocketbooks of women.

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