This speech continues to bring me hope. It really reminds me of what’s important in the world and not waste my energy on the smaller issues. Be re-inspired! Listen again, my friend!
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!
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!
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