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.

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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

Van Nuys, CA (PRWEB) July 10, 2008 — Some of the latest research out of Princeton University suggests that men spend 90 more minutes a day than women do having fun. That’s 90 more minutes spent golfing or tinkering or otherwise boondoggling while women are busy. So, with all that extra fun, it’s not surprising a separate study, done by the University of Pennsylvania, revealed for the first time in decades that men are the happier sex.

What are women doing with their time? For one thing, they’re shopping. According to statistics, women now influence 85% of ALL buying decisions… from toothpaste, to consumer electronics, to financial services, to home improvement items, to automobiles. In fact, women buyers account for 7 trillion dollars in consumer spending annually in the US.

And women aren’t just busy making domestic decisions, they’re also taking care of business. 40% of US companies are headed by women, and 70 % of new businesses are being opened by women.

“Women are no niche market anymore. Women are THE market,” according to Lorrie Morgan Ferrero, founder of Red Hot Copy and a nationally recognized expert on marketing to women. “Today, women have more buying power than ever before… and that has changed everything.”

Morgan Ferrero created “The She Factor Marketing System” to teach business owners how to find, catch and keep their share of the women’s market. “Most of the marketing models currently in use were developed a century ago - before women had any economic power. Today, things are very different, but traditional marketing methods have not kept pace.”

The She Factor is based on Lorrie’s nearly 2 decades in the trenches writing and marketing for some of the most successful leaders in small business today. She has witnessed the changes in the industry first hand and now shares them with you in her book and first ever live 3-day event, both called “The She Factor.” Details of the event can be found at http://www.theshefactor.com.

About Lorrie Morgan Ferrero:
Lorrie Morgan Ferrero is the founder of Red Hot Copy http://www.redhotcopy.com and is one of the top paid copywriters in the county. She has studied under some of the most notable copywriters and marketers of our time such as Dan Kennedy, Bill Glazer, John Carlton and the late Gary Halbert. Lorrie is nationally recognized as a marketing expert having discovered techniques for tapping into the female market that nobody has tried before, which has allowed her to create a 7-figure business in only a few years. She is regularly featured in the media and has spoken for the National Speaker’s Association, National Association of Women Business Owners, Mark Victor Hansen’s Mega Book University, Women’s Business Empowerment Summit and many more.