So much is going on since we’ve talked.
First off, let’s get this out of the way…
I can’t imagine you aren’t already registered or John Carlton’s FREE Simple Writing Express Course.
BUT, if you’re not…don’t waste another minute. The peeps who are brave enough to ask for public advice are getting some of the best marketing intelligence in existence…for zero cost. I’m on the teaching staff and I LOVE HELPING YOU!
Otherwise, at our home in Chatsworth John has been working like crazy to get a higher fence up so our escape artist dogs don’t uninvitedly visit the neighbors. The good news is that soon we’ll get our backyard in shape. It’s a lot of work.
Meanwhile, enjoy today’s info about Magnetic Marketing to Attract Women Clients.
P.S. My underground course (that has NOTHING to do with Red Hot Copy) will be unleashed very soon. I’m beyond elated (and a little nervous). I’ll give you the proper heads up soon.
Magnetic Marketing to Attract Women Clients
By Lorrie Morgan-Ferrero, Expert Internet Strategist
The female market is the fastest growing, largest segment of consumers worldwide with money and buying power. And they cross over into almost EVERY brand. Women today represent the majority of the online market. According to Mindshare/Ogilvy & Mather, here are the latest statistics on women’s digital habits:
- 22% shop online at least once a day.
- 92% pass along information about deals or finds to others.
- 171: average number of contacts in their email or mobile lists.
- 76% want to be part of a special or select panel.
If you want even more proof that women are an economic force to pay attention to:
- Most family incomes are dual, but the female spends 85% of the combined money.
- Women buy 66% of all small consumer electronics.
- 65% of all new car purchases are made by women.
- 70% of all new businesses are opened by women.
- Single women account for 20% of all new home sales.
And the list goes on!
Here are the 5 most important things to consider when marketing to women. What I’m going to share with you actually relates to men as well. You won’t alienate them as long as you don’t douse your marketing in lace and pink.
1) Women love their smartphones and tablets. Being on the go and staying connected has become a way of life for women (and men). According to a study done by Nielsen, 50% of all Americans have a smartphone, and smartphones account for the majority of all new phone sales. A smartphone is a phone that also has Internet, email, and a personal digital assistant. That means we’re taking in information not only at home or in the office but also on the go. That gives us as consumers more opportunities to take in information. We have more opportunities to be in front of our target market via smartphone and tablets such as the iPad. This means that you must have a website that works fast on a much smaller tablet and mobile screen.
Here are 3 tips for optimizing your business and website on tablet/mobile:
- Websites should load very quickly, so be sure your graphics aren’t oversized.
- Video auto-launch becomes more of a no-no with this medium. Imagine being in a meeting, at a movie, or surfing the web only to have a disembodied voice interrupt. It’s rude and disruptive.
- Your copy should be shorter and punchier. Following the fundamentals of quality copywriting is more important now than ever. It simply needs to be placed in smaller chunks for a 2? screen.
2) Video killed the sales letter. Well, not really. There is still a stronghold in marketing for the long copy sales letter and there always will be because of how we as humans are designed to make decisions. Only now, it’s also transferred to another medium, video. Nevertheless, you need a script with a strong opening, bullets about the benefits your clients and customers will get from your product or service, and your call to action. Copywriting at its best is conversational and should be read aloud anyway. So learn to write direct response scripts to get what you want.
3) Feminize your copywriting language. Backing away from confrontational and moving toward relationship marketing is what’s in vogue. There are many distinct differences between masculine and feminine copy. Masculine copy uses much more emotionally aggressive language, whereas feminine copy uses emotionally bonding language. Caveat: bonding doesn’t mean boring. You still need to use action words that make her feel emotion, but you don’t need to scream at her.
- Masculine example: “If you are a whining, complaining baby who needs your hand held constantly, this program is probably not for you.”
- Feminine update: “This program doesn’t work well for those who expend a ton of energy telling you why something won’t work instead of trying new ideas.”
Here are 3 tips for feminizing your copy:
1) The message is the same but without the “yelling” tone.
2) One of the techniques is to make her feel safe by deciding to try this new skill.
3) No name-calling or bullying in the feminine version.
Use uplifting words and phrases rather than negative or harsh, in-your-face ones. But you must still have a call to action and follow the rules for direct response marketing to get results. Simply soften the edges.
4) Share personal things about yourself to set yourself apart. Women don’t do business with companies as much as they do business with people. Sure, there is brand loyalty to bigger companies, but often that’s because that company took the time to create a persona. It’s much more interesting to hear about your real life as well as your business tips. So what are you into? Pets? Music? Travel? Whatever it is, use it to spice up and personalize your copy.
5) More people writing their own copy to maintain their own relationship with their community. You are one-of-a-kind. Nobody can do you better than you. That’s one of the reasons I don’t get all uptight about people modeling my copy or business. I’m the only Lorrie Morgan-Ferrero there is, so I’m naturally going to be able to express myself about me better than anyone else.
And you’re the only “you” there is. This is the reason it’s so important to know how to write your own copy. Think of all the ways we communicate daily with language via sales letters, articles, blogs, tweets, Facebook, videos. All of these mediums require language and effective copy especially if you want to create a profitable sales cycle.
Your copy should represent you and be delivered with a purpose. In fact, just about every successful guru/marketer writes his or her own copy in order to keep their authentic voice in the relationship between them and their tribe. For best business results, you should consider knowing how to do yours as well!
Lorrie Morgan-Ferrero of Red Hot Copy is a pioneer in the world of copywriting when it comes to selling to women and conscious entrepreneurs. Her background as a journalist and an actress prepared her for the level of wordsmithing and psychology necessary to build her decade-plus long career. Her list of clients reads like a Hall of Fame list of marketers and corporations such as Office Depot, NAWBO, Ladies Who Launch, Ali Brown International, Braveheart Women, Glazer Kennedy, and more. Author, speaker, and creator of “The She Factor Copywriting Bootcamp,” “The Conscious Copywriting Formula,” and “30 Day Storytelling Challenge” (free on Facebook), Lorrie knows what it takes to build rapport for long-lasting relationships. And more importantly, she knows how to SELL with copy!