I’m soooo excited about today! FINALLY I get to interview my pal, Sandy Grason, about how to get actual celebrity endorsements for your book (even before it’s finished). I’m especially interested because MY book, *The She Factor* is about 80% done. She was able to get endorsements from celebs like Deepak Choprah, Louise Hay, and Mark Victor Hansen. Check out the fun video we did to talk about it when we were in town together. (She lives in Florida and I’m in California….gotta love the virtual world!)

Watch Video

I’m so honored to have been interviewed by George Williams about marketing to women in the non-profit sector. I mean, the truth is when you change your marketing to appeal to women, your business is obviously going to ramp up. I know you’ve heard the standard stats about women making 85% of the purchasing decisions and so on.
There is not a business out there that couldn’t be improved with some of these very lessons…

Read our interview here:
http://snipurl.com/nonprofitwomen

Warmly,
Lorrie

Hi,

I know already I’m gonna be ruffling some feathers and getting thank you cards from others but I was asked by the attendees of my Beta *The She Factor* Private Party last week to pull together a list of my top cool people. There are definitely many other cool people. I’m not denying that. But these are the people I’ve learned from and wouldn’t mind hanging out on a desert island if I HAD to. If you didn’t make it, I’m sorry. This is a limited list obviously which I’m sure will change over time as I branch into new markets. (I never stop trying to learn and I hope you don’t either.)

In no particular order other than their overall category, I present my TOP 50 COOLEST list:

Copywriting
1. John Carlton, http://www.john-carlton.com
2. Gary Halbert, http://www.thegaryhalbertletter.com
3. Joe Vitale, http://www.mrfire.com
4. Joseph Sugarman, http://www.psychologicaltriggers.com
5. Yanik Silver, http://www.surefiremarketing.com
6. Michel Fortin, http://www.michelfortin.com
7. Ray Edwards, http://www.rayedwards.com
8. Lisa Manyon, http://www.writeoncreative.com
9. Melani Ward, http://www.melaniward.com
10. Michele Pariza Wacek, http://www.copywritingusa.com

Marketing
1. Dan Kennedy, http://www.dankennedy.com
2. Alexandria Brown, http://www.alexandriabrown.com
3. Michael Port, http://www.michaelport.com
4. James Roche. http://www.infoproductguy.com
5. Alex Mandossian, http://www.alexmandossian.com
6. Rich Schefren, http://www.strategicprofits.com
7. Perry Marshall, http://www.perrymarshall.com
8. Joe Polish, http://www.piranhamarketing.con
9. Corey Rudl (now run by Derek Gehl), http://www.marketingtips.com
10. Melanie Strick, http://www.successconnections.com
11. Jim Edwards, http://www.igottatellyou.com
12. Armand Morin, http://www.armandmorin.com
13. Tom Antion, http://www.antion.com

No Pressure Sales
1. Ari Galper, http://www.unlockthegame.com
2. Kim Duke, http://www.thesalesdivas.com
3. Lisa Sasevich, http://www.theinvisibleclose.com
4. Scott Stratten, http://www.un-marketing.com

Social Networking
1. Nancy Marmolejo, http://www.vivavisability.com
2. Mari Smith, http://www.marismith.com
3. Sandy Grason, http://www.sandygrason.com
4. Patsi Krakoff and Denise Wakeman http://www.blogsquad.biz
5. Willie Crawford, http://www.williecrawford.com
6. Jody Colvard, http://www.fmgnetwork.com
7. Elizabeth Potts Weinstein, http://www.thewealthspa.com
8. Viki Viertel, http://www.digitalbuddhastudios.com

Geniuses
1. John Reese, http://www.income.com
2. Mark Joyner, http://www.simpleology.com/
3. Eben Pagan, http://www.doubleyourdating.com
4. Jeff Walker, http://www.sixinseven.com
5. Mike Filsaime, http://www.mikefilsaime.com

Spiritual Marketing
1. Fabienne Fredrickson, http://www.clientattraction.com
2. Baeth Davis, http://www.handanalyst.com
3. Marie Forleo, http://www.marieforleo.com
4. Christina Merkley, http://www.shiftitcoach.com
5. Abraham, http://www.abraham-hicks.com
6. Bonnie Hutchinson, http://www.soulpower.com

Selling to Women
1. Martha Barletta, http://www.trendsight.com
2. Allison Armstrong, http://www.understandmen.com
3. Mary Lou Quinlan, http://www.justaskawoman.com
4. Tom Peters, http://www.tompeters.com

Turns out Hyundai has become the top sponsor of the beloved Academy Awards in February, taking over the spot usually held by General Motors. Cadillacs are their crown jewel of sales but GM lost a mind-boggling $15.5 BILLION in the second quarter due to changes in consumer tastes. (No doubt folks are stinging over the outrageous gas prices this year and looking to drive more economical cars.)

According to *Advertising Age*

Hyundai is up 8.8% for the year in cars sold, while Cadillac is down 6% for the year. In short, while Cadillac controlled 1.3% of the car market last year, this year it controls 1.2%. Hyundai, meanwhile, has gone from owning 2.9% of the U.S. car market last year to 3.1% this year, according to Automotive News data.

I love our black Caddy but I gotta say the convertible Audi is much less painful to drive when it comes time to visit the pumps.

Pretty interesting marketing idea R&B hottie singer Usher has. He’s doing small venue concerts but ONLY for women. Hmmm. It’s called “One Night Stand.” When asked why he chose to have an all-chick crowd he replied he always had a connection with his audience. No doubt. Have you seen those abs?

He is married to a gorgeous woman and has a beautiful baby boy, but Usher knows where his money is coming from. He certainly doesn’t seem to have any baby fat either. ;o)

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

Last week I talked about the *After Factor* - the fourth step to take in keeping your share of the female market. Today, we’re going to talk about the *Rave Factor.*

FACTOR NUMBER FIVE IS KEEPING THEM – THE RAVE FACTOR

Women are high value customers because once they join your brand (and are pleased) they are likely to keep spending their money with you. What’s more is women talk a lot to their friends. They talk about what they like and they talk about what they don’t like. Women are actually wired to talk. It’s a way of bonding in our communities.

In fact, women speak about 20,000 words per day, whereas men only speak 7000. In Dr. Louann Brizendine’s book, “The Female Brain” she mentions when women hear their own voices, a chemical is released in the brain similar to a heroin rush!

And check this out. Tom Peters writes in his book, Re-Imagine…

“A major stockbroker told me he has oriented his practice toward female clients – with great success. A research nut, he reports that his average male client recommends him to 2.6 others. On the other hand, his women clients recommend him to an average of 21 other people. Yes, that’s two-point-six versus twenty-one.”

Women are extremely loyal in who they do business with. Not only that they tell EVERYONE about their experiences. Good or bad. If they’re happy, they tell. If they’re unhappy, they tell even more! So you definitely want to keep your female customers smiling.

For example, I drive completely out of my way plus pay top dollar to have my dog Shadow groomed at Sam’s Grooming. (He’s a sweet Border Collie/Chow mix). Before Shadow, I took my Springer Spaniel, Riley, to the same place. So we’ve been going to Sam’s since 1991. Why? Because I have a relationship with him. He knows me. He knows my family. He knows my dog. So he gets our business, hands down.

So how can you invoke the Rave Factor in your customers? One way is to ask them if they have a friend who would enjoy what you offer. Or better yet, give her a discount for bringing you business. Heck, give her friend a discount too.

Try sending her a free gift or a card unexpectedly. One of my subscribers sent me a card with a picture of my horse on it. (He downloaded it from Facebook.) I was so impressed. Now I always watch what he’s doing in his business.

You can also make her famous by highlighting something about her in your blog or ezine. We all like acknowledgment.

And be sure to collect those testimonials while they’re hot! Nothing says how good you are like someone else doing the bragging!

There are so many ways to keep the Rave Factor alive…you just have to work it into your marketing system effortlessly.

So again the FIVE FACTORs are:

The FLIRT Factor + The TRUST Factor + The CLOSE Factor + The AFTER Factor + The RAVE Factor = The SHE Factor

Remember the Five Factors of *The She Factor* Marketing System not only get HER attention, but they also ENHANCE your relationship to your male prospects. Learning and using these five qualities will make your marketing much stronger without having to invest more money in what you already have.

I hope you enjoyed this series of articles. They are just the tip of the iceberg. From August 28 through October 2, you can be part of a very special educational teleseminar series for F*R*E*E. Just register now at www.TheSheFactorCalls.com and we’ll hold a spot for you. (All calls are being recorded just in case you can’t make it or the lines are full.)

If you’re already convinced to join me November 10, 11, and 12 in Los Angeles for *The She Factor* Workshop, I encourage you to register while space is still available. We’ve turned this into a much smaller group so I’m able to really get in there and help you personally. Space really is going fast so please don’t wait.

Visit www.TheSheFactor.com. to claim yours now.

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.

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

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