Copywriting Secret of the Masters: 5 Factors to Successfully Marketing to Women - Part 1 of 5 by: Lorrie Morgan Ferrero
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5 Factors to Successfully Marketing to Women – Part 1 of 5 Men and women have been trying to understand one another for thousands of years. Both genders are trying to get something from the other, yet we just don't speak the same language, do we? The reason is because underneath it all, biologically we're still hard-wired to be like our cave people ancestors. It's true! Think back a few million years ago (give or take) when we as human beings were just emerging. Largely because of the drive to procreate and the differences in the male/female bodies, certain psychological protections emerged. Those drives continue to live on today. One of the successes of our species is that men and women DO have this hardwiring. (Of course as we've developed over time, we have more control over our instincts. But ignoring they exist puts any marketer looking for success at a huge disadvantage.) What I'm trying to say here is the secret to reaching women all comes down to a word that rhymes with 'vex' and starts with the letter 's.' Like this act, marketing is the process of getting there, closing the deal, and what happens afterwards. Every stage is incredibly important to women - both behind closed doors and in the marketing world. And the more you recognize it as a step-by-step process, the more successful you'll be in reaching the female market. (The male market too for that matter.) Imagine this . . .When a guy and a gal first notice each other and gaze from across the room, they get that little butterfly jump that they could be a match. Then there's flirting, getting to know each other, testing the waters, and eventually that major commitment. Of course if he doesn't call, text, or email her again, their relationship ends right there. But the smart guy who follows up is more likely to get a repeat performance. Now let's put this in marketing terms, k? You still basically have two people interacting . . . the prospect and the marketer. Once the marketer sees the prospect from across a sales page and realizes this could be a match, then he knows it's okay to take the next steps. So you start by getting her attention, building rapport and trust, and eventually you get her commitment . . . the SALE. Again, that's not the end of it. How you treat her AFTERWARDS makes all the difference in whether or not you're going to get a repeat sale. Now can you see why those old hard-sell techniques are only marginally effective
today? Modern women expect more. They know they have tons of choices, so if you aren't the right 'fit' for them, they'll simply move on. There are FIVE FACTORS to successfully reaching the female market that I've researched and isolated. The first one is - THE FLIRT FACTOR. Today I want to talk about one way to use that one in your marketing. FACTOR NUMBER ONE: THE FLIRT FACTOR The first thing two potential matches do when they're attracted to each other is to start flirting. Flirting is that electric stage of the game when you're learning about each other, and deliberately trying to get the other person excited. Works in marketing too. The more you take the time to learn about your prospect, the more connected you'll be. Here's the challenge though. Women are vastly different from one another, and fit in multiple categories like married, unmarried, divorced, with kids, without kids, blue collar worker, entrepreneur, white collar worker . . . . the list is practically endless. That makes market research A LOT MORE challenging. One of the things I figured out a long time ago is when you're writing copy or any marketing materials, you need to be very specific about who you're talking to. So rather than writing to a mob of people - your target market - I recommend you write to a SINGLE PERSON - your TARKET. Tarket is the term I coined as the singular of target market. It's like your persona or character or avatar who is a representative of the majority of your ideal customers. This technique is extremely connecting and relationship-building which is what women in particular look for. When you read copy that uses this device, it's almost as if the writer were in the same room talking to the reader. Copywriting is actually an interactive activity. There is the writer or marketer - you - and the reader or prospect. As soon as the prospect doesn't feel connected the relationship is over. This is one of a five-part series on how to market to women. Next week we'll talk about the second factor in the process of marketing to women - THE TRUST FACTOR. Copywriting guru Lorrie Morgan-Ferrero has been helping entrepreneurs and copywriters get their marketing messages razor sharp since 1999. She is the creator of the She Factor Marketing System where she shares the secrets to marketing to a female audience.
Lorrie Morgan-Ferrero Bio
Lorrie Morgan-Ferrero founded Red Hot Copy in 1999 an effort to work anywhere, raise her family, and still make a good living. After studying closely with master copywriters, Lorrie has become a world-renowned and award-winning copywriter with her own unique style. She has an uncanny ability to make her copy bond and build relationships with the prospect…driving them to become loyal customers buying from her (or her clients) over and over again. “It’s almost like she’s talking you through it,” said one client. “Lorrie keeps your attention from the first word to the last.” Lorrie’s words have sold products in a variety of industries including mompreneurs, professional speaking, the seminar business, hypnosis, health & fitness, nutritional supplements, biz op, and entrepreneurial services. After working closely with high profile speakers and entrepreneurs, Lorrie now focuses her passion on educating business owners in reaching the female market. She is a frequent guest speaker. Lorrie has written award-winning home study courses, conducts world-famous copywriting trainings on how to sell to women, holds live workshops, and authored the original book, The She Factor based on her own She Factor Marketing System.
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