Psst! To hear the audio version of this article CLICK HERE.

Last week I talked about the *Close Factor* - the third step to take in catching your share of the female market. Today, we’re going to talk about what to do after the close - what I call the *After Factor.*

FACTOR NUMBER 4:
THE AFTER FACTOR

What happens AFTER a sale is extremely important. Women want to know you didn’t just ‘use’ them for a quickie. They want to feel they mean something to you. It’s easy to take people granted. And it’s the fastest way to lose the female market.

Put autoresponders in place to follow up long after she has purchased something from you. Refer her back to hot tips in your product she should be using. The last thing you want to do is sell something to someone and not have them ever look at it again, right? So make it easy with follow up.

And by the way, don’t use every Autoresponder as an excuse for the upsell. You can upsell as you build the relationship, but don’t do it too soon with a woman.

If you’ve messed up, the best thing you can do to get her loyalty is great customer service. Customer service is very underrated these days because we’re all so busy. But it’s never been more important. Offer a discount to give us another try, write a long letter of apology and let them know you want their business back, make them feel cared about and special and you’ve got ‘em.

This is the fourth of a five-part series on how to market to women. Next week we’ll talk about the final factor in the process of marketing to women - THE RAVE FACTOR.

If you’re ready to ignite the power of the feminine in your marketing (and reach many more people without spending a ton more on marketing), I expect to see you on our NEW DATES (!!) in Los Angeles November 10, 11, and 12 for the first ever hands-on workshop, *The She Factor.*

I’ll walk you through the process step-by-step and show you just how to apply each of these Five Factors to your business on-site with my proprietary *She Factor Marketing System.* www.TheSheFactor.com

You’ll leave this workshop with an action plan of exactly what you need to blend the old marketing with the new marketing for MAXIMUM PROFIT.

Read the details at www.TheSheFactor.com.

If you don’t build the Trust Factor, women will NOT buy from you…even if she likes what you have!

http://www.TheSheFactor.com

Psst! To hear the audio version of this article CLICK HERE.

Last week I talked about the *Trust Factor* - the second step to take in catching your share of the female market. Today, we’re going to talk about getting paid, the *Close Factor.*

FACTOR NUMBER 3:
THE CLOSE FACTOR

You may have heard the phrase, “The more you tell, the more you sell.” Well with women, the more you SHARE the more you sell. In order to close her and get her to want to buy from you, a lot of triggers have to be included in your copy and marketing. Here are some devices you can use in your marketing right now to increase your close rate with women.

• Remember, women are primarily interested in community, people, relationships - there is no winner…only a village

o Women base their opinions on personality whereas men base it on specifics. It makes sense when you go back to our instincts of what is important to a caveman versus cavewoman. Caveman is single-focused in order to procreate his DNA. Cavewoman is multifocused in order to preserve her children & the security of the village.

o This makes storytelling very powerful to women. Storytelling works with women AND men. While it’s been a nice marketing device for awhile, women seem to NEED it more than men. It deepens the connection because they can relate to you.

o Numbers, facts, and figures aren’t as important to women as they are to men. Women would much rather hear how someone’s life was improved by a product or service than by what percentage. Think back to making your copy more story-oriented.

o Women just don’t care about the mechanical details so spending a lot of time on the features of a product ain’t gonna get our attention. YALE STUDY: Tested college students’ ability to program a VCR from written instructions. 68% of the men did it on the first try. Only 16% of the women did it. My husband thinks I’m joking when I can’t remember how to use one of 5 remotes to work the TV versus the DVD versus the radio versus the Tivo. It’s enough to make my head spin.

o Women love to weigh in and give our opinions…quizzes, contests, surveys, essays…we love it! So using interactive media works great to hook women in.

o Give her tips she can use with no strings attached. So infuse your copy with useful statistics or fascinating facts she can tell her friends. You want to build a relationship over time. Just like dating. You don’t just want to jump into bed…well maybe the guy does. But women want to be romanced and trust needs to be built.

o Know what her values are. Making a difference in the world is a stronger position than looking younger/better (for a male…get it?) Women’s aspirations according to the Grey Advertising Study. Make the world a better place: 85%; See kids successful 83%; More time for me 82%; Travel 72%: Wealth 62%; Attractive 53%; Career 48%.

Also women like to know your business is out to make a difference. Like to know you’re involved in outreach programs beyond making money. So if you donate to a cause by all means let her know.

This is the third of a five-part series on how to market to women. Next week we’ll talk about the fourth factor in the process of marketing to women – THE AFTER FACTOR.

If you’re ready to ignite the power of the feminine in your marketing (and reach many more people without spending a ton more on marketing), I expect to see you in Los Angeles October 2-4 for the first ever hands on workshop, *The She Factor.*

I’ll walk you through the process step-by-step and show you just how to apply each of these Five Factors to your business on-site with my proprietary *She Factor Marketing System.* www.TheSheFactor.com You’ll leave this workshop with an action plan of exactly what you need to blend the old marketing with the new marketing for MAXIMUM PROFIT.

Psst! To hear the audio version of this article CLICK HERE.

Last week I talked about the *Flirt Factor* - the first step to take to find your share of the female market. Today, we’re going to cover a very important piece of the puzzle, the *Trust Factor.*

FACTOR NUMBER TWO:
THE TRUST FACTOR

Trust and authenticity are not just good ideas but critical to women in particular. Now I want to back up a little and give you a reference that’s going to help you in all your marketing decisions when it comes to reaching either the male or female market. It comes down to how both genders are hard-wired to make not just purchasing decisions, but ALL decisions. Ready?

Psychology Today says, “We inhabit our high-tech world with Stone Age minds because there has not been enough time to change our psychology to match our environment.” In other words we’re just cave people driving around in fast cars and talking on cell phones. So here’s how I’d like you to think of the two genders. Trust me, this is a huge observation because it speaks volumes about how to reach either gender, but particularly women.

His Drive: Fight competition for tribe status and survival, plus win choice of mate and pass on genetics. That’s his instinct. The more conquests, the better for survival of DNA.

Her Drive: Survive by being taken care of by provider, not being difficult, bonding with other females to create community & raise healthy offspring. That’s her instinct. Take time to choose mate because women don’t have as many potential pregnancies/options in life.

Naturally men are more single-focused on the individual. It’s about getting ahead and winning. Women are more community focused on the group. Women don’t want to see a loser. Everyone wins. Kumbaya.

Another thing you should keep in mind when you’re marketing to women is we make decisions very differently than men because our brain circuitry is very different. Both genders have the same number of brain cells by the way . . . they’re just set up differently. Not to be offensive, but women’s brains are like pinball machines – all over the place - and men’s brains are like Pong – single focused.

Women use both lobes of the brain and spend more time picturing things in their minds before making a decision. They have 11% more neurons for language and hearing as well as a larger hub for language and emotions.

Men use only one side of the brain at a time and have 2 ½ times more brain space devoted to sex than women do. Men also have larger primitive areas of the brain that trigger fear and aggression.

I find this stuff fascinating and face it, marketing is largely based on psychology so the more you know, the stronger your marketing can be. Understanding biology is key to success in marketing.

This is all literally about masculine versus feminine energy. Neither is bad or good. They just are. And what’s so wonderful about our world today is men are embracing more of their feminine or conscious side and women are experimenting with their masculine or power side. So we really have the best of both worlds. Yet, you can’t underestimate the hard-wired difference both genders will ALWAYS have with communication. So you want to come at your target market speaking the same language. With women, that language is about trust.

This is the second of a five-part series on how to market to women. Next week we’ll talk about the third factor in the process of marketing to women – THE CLOSE FACTOR.

If you’re ready to ignite the power of the feminine in your marketing (and reach many more people without spending a ton more on marketing), I expect to see you in Los Angeles October 2-4 for the first ever hands on workshop, *The She Factor.* . I’ll walk you through the process step-by-step and show you just how to apply each of these Five Factors to your business on-site with my proprietary *She Factor Marketing System.* Remember, the DEADLINE to save is AUGUST 15. Bring a friend for half-price. www.TheSheFactor.com

Thanks to Viki Viertel’s team at www.thedigitalbuddha.com for coming up with this cool theme song for The She Factor!!!

It totally rocks!

Psst! To hear the audio version of this article CLICK HERE.

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.

(By the way, deeply segmenting your market is an area we spend quality hands-on time with at *The She Factor* workshop on October 2, 3, and 4 in LA. The more you know about specifically who you’re trying to sell to, the better your chances of success.)

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.

If you’re ready to reach a brand new league in marketing, you want to join me in Los Angeles for the first ever hands on workshop, *The She Factor*. This live hands-out workshop takes place in October 2, 3, and 4. Step-by-step, I’ll walk you through how to apply each of these Five Factors to YOUR business on-site using *The She Factor Marketing System.* Remember, the DEADLINE to save is AUGUST 15. Bring a friend for half-price. www.TheSheFactor.com.

~~~~~

ABOUT LORRIE: Award-winning Lorrie Morgan-Ferrero of Red Hot Copy is the top female copywriter in her industry. While her strategies teach both men and women how to massively increase their profits, she is aware that women make 85% of all purchasing decisions. Now she can teach you how to find, catch, and keep your share of the female market. Get details at www.TheSheFactor.com

I shot this video in Minnesota with my gal pal Viki Viertel (www.thedigitalbuddha.com) to explain why I’ve incorporated marketing to women as part of my brand. The bottom line is, numbers don’t lie. Women have flip flopped to be the most influential and buy-happy segment of the population.

I’ll be sending more of these your way to help get you up-to-speed on how the paradigm of marketing has changed. (I was shocked when I started doing the research, by the way! Just because I’m a chick doesn’t mean I knew how to market to others of my kind.) If you want a real education, consider joining me for my live workshop event in LA, October 2, 3, and 4 called *The She Factor.* You’ll be happy you did!

Let me know what you think…

It raked in $18.4 million from midnight shows alone and $66 million on the opening day, making *The Dark Knight* the biggest box office opener of all time. (*Spiderman 3* clocked in at $59.8 million and *Pirates of the Caribbean: Dead Man’s Chest* was $55.8 million.)

It’s a movie that doesn’t rely heavily on special effects (although there are some fun toys like the Bat-Pod). It’s a movie that doesn’t have any nudity (though it’s certainly chock full of implied violence).

So how does a blockbuster of this size justify itself? Through an awesome story (and stellar performances), that’s how. An unwinding, interesting story is incredibly important to women, making it something of a chick flick. Care to disagree?

1)     Bruce Wayne (Batman) witnessed his parents’ death when he was a mere lad and developed his alter ego because of his tortured pain (women want to tell him everything will be all right);

2)     There is a love triangle between Bruce Wayne, his ex-girlfriend, and the new cowboy in town, the D.A. (women love romance);

3)     The Joker is insanely sane (women desperately want to understand and rescue him - sadly he’s just pure evil and that ain’t happening);

4)     There are genuinely funny moments (women love to laugh/escape – it makes us briefly forget all the pressure we put on ourselves for a moment);

5)     It’s an intellectually stimulating film noir crime drama that struggles with moral questions of good and evil (women are smart and like to be challenged). 

*The Dark Knight* is a movie women can drag their men to without too much of a fight and everyone will enjoy it. If nothing else, it’s a great excuse to sit in the dark for 2 and a half hours and not worry about gas prices or the so-called recession. Man or woman, it’s entertainment that’s worth your time!

In my travels and correspondences, I talk a lot about *The She Factor* and how women are wearing the pants as far as purchasing power in EVERY MARKET. What I’ve found kind of interesting since I’ve taken the helm of this topic is that a lot of WOMEN believe they already know how to reach their own kind…and they are often the WORST culprits for making serious marketing mistakes. I’m not saying that to be mean. It’s simply a fact.  

The truth is we as women don’t necessarily know a lot about marketing to other women UNLESS we take the time to learn what truly works. Just because we have the same equipment doesn’t mean we’re going to have a group hug, sing ‘Kumbaya,’ and empty our pocketbooks for one another. 

Here are three of the most common mistakes I see from women over and over again. 

1)     Wishy washy language – Even though there are thousands of words to choose from to communicate, your marketing must cut through the other voices bombarding your target market. You HAVE to use emotional language that causes a visceral response to get noticed over all the noise. You may not use words like ‘skyrocket,’ ‘power-packed,’ or ‘amazing’ in your everyday conversations but that is the energy required to get attention in marketing.2)     Devoid of personality – One of the cardinal sins in marketing and in copy is to be BORING. You can avoid that by not worrying so much about what people think, amp up that sparkling personality and let it SHINE, girl! Like they say, “Well-behaved women seldom make history.”3)     Afraid to take a stand – Haven’t you ever heard the phrase, ‘all publicity is good publicity?’ You may have a controversial view that polarizes some of your target market. That’s okay. You’ll get the attention of those who agree with you and the scorn of those who don’t. But they will all be reading and they will remember you. (How you handle the follow up of people who become non-fans is a systematic art we cover at *The She Factor* by the way.)     

Listen, I didn’t realize there was such a difference in reaching the female market until I started doing my own testing and research. Because I was trained by gruff (and successful) men’s men, I literally had to learn what speaks to women. I’m sure I’ve lost tons of sales over the years because I didn’t listen. I wish I had put the puzzle together years ago. As they say, I didn’t know what I didn’t know.  

The good news is, the puzzle is complete and I’m handing it off to the attendees at *The She Factor* workshop. Sure hope to see you there! 

If you didn’t know, Angelina Jolie’s and Brad Pitt’s twins were born over the weekend in Nice, France - a boy (Knox Leon) and a girl (Vivienne Marcheline). The births themselves, not so noteworthy; the bidding war over first rights by celebrity magazines to publish the pix is at $11 million right now IS! (Uh, don’t all newborns kind of look alike?)
 
The question is why would magazines spend sooooo much money on baby pictures? They must be getting a sizeable return on investment or they wouldn’t continue the trend.

(The first Jolie-Pitt baby, Shiloh raked in $4.1 million. Matthew McConaughey’s baby, Levi, fetched $3 million. Jessica Alba’s little bundle, Honor, is following the pack at $1.5 million.)
 
While it’s nice these babies are earning their keep so early in the game, who do you think is buying these magazine? Women, of course. Just another example of females driving sales.
 
Your business may not be shelling out millions to reach the female market, but as the largest segment of the buying population in EVERY MARKET, you should definitely know how to reach them.
 
Marketing has changed, my friend.
 
     => It’s not enough to just know how the traditional model used to work.
 
     => It’s not enough to slap up some social networking.
 
     => It’s not enough to record some audio or video.
 
There is a SYSTEM to more effectively reaching the female and the conscious market (regardless of YOUR gender). And I want to hand it to your personally at *The She Factor* workshop I’m holding here in Los Angeles, October 2, 3, and 4.
 
(IMPORTANT SIDE NOTE: This event is NOT a pitchfest. *The She Factor* is a quality, CONTENT-RICH WORKSHOP where we actually study and apply the latest marketing principles to YOUR EXISTING MODEL for maximum return on investment. There is no other workshop in the information marketing industry set up to do this.)
 
Join me to discover:
 
*Why the marketing we’ve used for nearly 100 years finally needs an update (and how to make YOUR marketing more effective);
*The 5 easy factors that must be present at all stages of marketing to women (skip just one of them and you’re likely to lose her loyalty forever);

*What her innermost values are so you can speak her language for long-term connection (HINT: if you’re trying to sell hamburgers to vegetarians, you’re barking up the wrong tree);

*Exactly how to win her back if you’ve made major mistakes in the past (we can’t change what was, but we can sure repair what IS);
 

*Hypnotic tactics that move her toward taking action to what you want NOW (signing up for your newsletter, buying a product, hiring you . . . whatever your goal is, I can show you how);

*And so much more!
 
Details are at www.TheSheFactor.com.
 
GREAT NEWS!
 
The first 30 attendees who register can now bring a special friend, partner, or colleague to the workshop at HALF OFF your ticket price. (VIPs excluded - sorry.)
 
Reserve your spot now at www.TheSheFactor.com!
 

Whether online or offline, women are without a doubt THE largest marketing group you could possibly focus your attention on. The celebrity magazines that have deep pockets are really not that different from your business. They are in it to give their market what they want while making a ton of money in the process.
  
I can’t wait to see you in October and work on your business personally!
 
Warmly,

Lorrie Morgan-Ferrero

Red Hot Copy

P.S. Remember, only the first 30 registrants are eligible to bring in a partner at HALF PRICE of your ticket. I wouldn’t delay if I were you. People will be clamoring for this deal. www.TheSheFactor.com