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

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…

I was at the Glazer-Kennedy Super Conference in Nashville last week and one of the big draws was to listen to Gene Simmons of KISS.

Kind of an odd choice to give their first ever “Entrepreneur of the Year” award to – until you know more about Gene. He immigrated from Israel at age 9 and didn’t speak any English. His first priority was to make money so his mother (a Nazi concentration camp survivor) would have a better life. His early drive to make money permeates every move he’s ever made in his life, including not getting married (ergo, not getting divorced and giving half to an ex-wife . . . hey, I can understand that philosophy. I’m an ex-wife myself). 

Funny enough, I actually know Gene’s girlfriend of 25 years, Shannon Tweed from our private kickboxing lessons with Billy Blanks in the mid 1990s. I’ve run into Gene several times working out with Billy through the years too. And let me tell you. He is not an attractive or appealing man.   But he’s got that rock star quality. Even highly successful women who shouldn’t have been cast under his spell were reduced to giggly, pedantic messes.  Why? Well, that’s what I wondered. Here’s what I came up with.

• Gene makes women feel special; as he was pacing around in front of 1200 attendees he would stop in front of an attractive woman and tell her in front of everyone how pretty she was.
• Gene makes women feel superior; he emphasized over and over how women were ’smarter’ than men by taking their money and controlling the relationships.
• Gene has status; face it…super models and rock stars have been a combination for years.

The day you hung out your shingle as an entrepreneur, you also took on the job of marketer. The minute you stop marketing yourself is when your pr0fits dry up, so you may as well get used to your role. If you don’t let people know what your business has to offer, you will NOT run a thriving business.

You may not want to hear this - in fact it may even make you mad. But a great way to let people know you have something special for them is through a solo-mailing (an email with a single offer sent to your permission-based list of subscribers).
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Be a Winner! Answer the Challenge! An e-course is a sequence of emails set up to be delivered automatically without any effort on your part after the initial set up. Just set it and forget it. Setting up a free e-course is a great way to keep your services on top of mind and educate people about what you can do for them.

I highly suggest you subscribe to other people’s e-courses in your field and study what information they offer too. Psst! To make this ecourse work, you’ll need a sequential autoresponder service. I use www.clickstartcart.com. (It’s an entire shopping cart system, but I actually signed up with them initially because of the sequential autoresponders. They have a free 30 day trial).

HERE’S HOW TO GET STARTED
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Yep, this subject has really gotten my attention.  I am so glad I finally picked up Dan Kennedy’s “No B.S. Time Management for Entrepreneurs,” after meaning to read it for quite some time. You’ve gotta love a time management book that’s short enough to read in a couple hours or less!

Last time, I talked about finding your “number” and how much inefficient time management COSTS you.  Here are three more gems from Dan…why not try them out this week and see what happens?

1) Absolute punctuality is absolutely powerful.   As a professional speaker for nearly three decades, Dan has shared the stage with some of the most successful people on the planet, including Colin Powell and Henry Kissinger.  The one discipline the top achievers all share is punctuality:  being where you are supposed to be, when you’re supposed to be, as promised, without excuses.  This provides personal power for a number of reasons – it demonstrates your integrity, it’s a simple way to impress others, and it speaks volumes about your self-esteem and self-discipline.
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“Nothing great was ever achieved without enthusiasm.” Ralph Waldo Emerson

I’m so excited. I got a cool new power point template with orange and yellow flames. It’s not too much (well, maybe it is), but I don’t care. I like it.

So I transferred my regular presentation to the new template. I got some mesmerizing slide transitions like Jim Edwards used (spinning boxes and such that the audience at Big Seminar were oohing and aahing about). My handouts were ready to go.
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“Shallow men believe in luck. Strong men believe in cause and effect.” Ralph Waldo Emerson

What is the “unique selling position” in your market? Luck will not propel you to success. Understand the “cause” of your market’s problem by knowing your target. Solving their problem is the “effect” they are looking for. Corporations have entire departments dedicated to finding out who buys from them so they can hone in on that market segment. They do that by profiling not only who buys from them, but who is their competition. Successful marketing campaigns listen to their market. It’s about connecting a hidden desire or an expressed desire in a market, a target market. Your job is to identify where those minds are, find them and then connect with them. You don’t have to be a corporation. It’s your job to do your own research and it’s available to you through your competition.
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All successful marketers know the sale comes from the words or the copy. While the traditional definition of copy is “salesmanship in print” I actually take a broader approach. Copy is used in ALL your promotional sales and marketing material. That means any place there are words about your business there is copy. So it’s EVERYWHERE. Some people will drop loads of cash on website design or graphics, but balk at learning the one skill that’s a veritable silver bullet when it comes to boosting income fast – tweaking the copy. Don’t make that mistake. Your business is too important.

Here are 5 targeted hot spots any entrepreneur can tweak copy to start raking in the green.
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