Dear WiRE Ladies,
Thanks for the feedback so far, please do post a comment below, as a key point of these blogs is to promote and provoke discussions!
Whilst I am waiting for the first lovely lady to come forward I thought it might be best for me to offer some of my top tips to help you on your way, in terms of feminising the appeal of your marketing! And do you know what, even if you are marketing to men, the ladies still predominantly hold the purse strings, and the influence on where the money is spent, as the men ask their wives, mothers, sisters, daughters, and colleagues for many of their buying decisions; even if they do not wish to go public on this!! They do, and for you this is true too I am sure. So, let me show you no matter what business you are in, how to align your marketing with the ladies!
Also, do feel free to email me: firstname.lastname@example.org especially if you would love for me to critique an aspect of your marketing to appear on the blog or behind the scenes for a minimum donation of just a tenner to the animalhealingtrust.org
Remember: me saying last time, women are all about ‘relationships first, and business second’? Well, how can you build a relationship with her?
Many, many ways! I know, I know I can hear you, but Carrie I only have so many hours in the day, like we all do! I can’t spend hours on the phone or in person just for one small sale?!!! ( More on this in our next blog entry!!) I geddit completely! So, ladies how can you leverage yourself, and your team, if you have one to build a relationship with your prospective female clientele?
1) You can get online and get blogging & tweeting ( or of course via email, in a newsletter or broadcast, in a Facebook fan page etc) – letting them know who you are- not just that you might sell soaps but about yourself- your likes, your dislikes, what you do in your free times, your opinions etc! I know this might sound a little bit too American for some of you, but ladies love it!! And of course some of you already have American clients, so know what I am on about.
Also, you must, I am sure, when you go networking in person, know that women want to know about your family, or your relationships, your pets etc. and not just what you are selling, so leverage yourself online, by doing it once (a day, a week, a month etc), and put it on your site et voila! And, instead of them coming to your site in the middle of the night, or whenever just seeing what you are selling they get to know you a bit better and stand the chance of warming to you that little bit more!!! AND please have a picture of yourself on your site, ideally on the frontpage if possible as this builds a huge amount of trust with women especially online, they can feel it’s ‘cold-hearted,’ without one.
2) Make it all as personal as possible! Yes really. For example: do you have a section on your site where you describe why you started out?! Or why you are selling a particular item or service? (e.g. for ethical reasons, because you could not find them and needed them, or even because you love them so much! For example: I was driven to coach people to overcome their addiction to chocolate because I had overcome my addiction to chocolate and it just became a by-product, and as I can really relate to choc addicts pain, it seems a natural progression. So on my site I talk about my painful journey to get to where I am today; including quite embarassing realities too, ( i.e. loneliness, very low self-esteem, fear of intimacy, doubt about my abilities to do anything, so I turned to chocolate as my ‘secret friend’, but women have LOVED reading about me, and have even emailed me about with ‘I know how you feel as I feel it too, or my friend is just the same’. Women do this ALL the time and love this level of communication in their personal lives and in business it is no different whatsoever.
3) Wrapping up your ‘facts’, in an emotional story.
Here I am suggesting building on the ‘making it as personal as possible, adding as much emotion as possible’. Why Carrie? Well, ladies respond to emotional copy and wording much, much more than men. In fact: men prefer to receive the ‘facts and figures’ about your business in a much more formalised way than women. You must have witnessed this ladies, but women, often are keen to know about the person or people behind the product, and often go through personal recommendation of how their colleagues, friends etc. experienced a particular person in business; therefore it is critical to present yourself in this way. Of course, this might sound like it is ‘going against’ the traditional schools of thought in the business world and marketing world and IT IS! Absolutely IS!
Because….. women respond MUCH BETTER THIS WAY! Try it, I dare you, and let me know how you get on! You only have to look at how breast cancer has been presented through the media with the ‘Race for Life’, or whatever campaign, with the campaign material presenting a mother, a sister, a daughter, an auntie, or a grandma for example who had died, with the powerful emotions and ‘cancer-awareness facts’, wrapped up in such tragic stories. I have no doubt you have seen them! They are wonderful examples of what to model!
I’ll leave it here for now and I welcome your feedback, and I would love to have you come forward for me to critique your marketing on the blog, and also privately for a donation to the charity. Please don’t be shy, it is a great learning opportunity here!
Also, any of you who wish to enter the competition for ‘Chocolate Rehab’, if you don’t have a video, please just write it out, your ‘chocoholic confessions’, I truly look forward to reading them!
Namaste, giggles & light,