80% of purchasing decisions are made by women (according to research by Iris). That means those of us working in marketing who are not women need to think like them. That could apply to some female marketers as well.
What I do is research what women are saying in magazines, social media and TV to get a handle of what is of interest and way they express themselves. The thing is though, you can't fake it. You have to immerse yourself, be the part, or you just sound like someone speaking a foreign language who doesn't quite understand the idioms.
If in doubt, play it straight. Don't use language which is going to sound false- like the dad in Modern Family trying to ingratiate himself with his kids. Better to use neutral phrases. The main thing is understanding what is important to the people who are your customers.
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