Did you know that when it comes to buying a car:
“men may be interested in the widgets and gadgets of cars and high-tech. A woman’s eyes glaze over and she starts looking around for someone to talk to. What the product means to the person who uses it is far more likely to seize her attention and hold her interest. Play your cards right: just as in poker, the cards with the people on them will beat the numbers cards every time.” Marketing to Women, Barletta 2002
Bottom line when marketing to women: User focus trumps product focus.
Here’s what that means when it comes to advertising and promoting your business or product to a woman (80% of the networkers, according to the DSA):
1. Instead of describing how wonderful the business is, the money of it, the “thing” of the business or the company or its products, describe who does it, and why and how it helps them. Starting with you. Skip all the fluffy, meaningless hype and twitter that any woman will see through.
2. Since most women will be very part-time, present it from the point of view of building something 5-7 hours per week, over the next several years. A woman’s need for instant gratification is nearly zero. They know better. They’re not the ones with ADD.
3. Monitor the words you use to “sell” her. Use words to describe your why, as specifically as possible. Make no promises you can’t keep.
Challenge: Write ads that describe the kind of women you seek for the business, starting by describing yourself, rather than the business or product.
P.S. I plan to run an advanced ad writing contest soon for those who have learned and practiced the principles in the two training packages below, so we can really see some cool and outrageous copy that pulls in fun entrepreneurs. And offer some super sexy prizes. Like a year’s membership on Network Marketing Central and iGaggle Network. Hehe.
Two resources for those who want to learn how to do this well (commercial)
1. Master the art of writing meaningful ad copy for women. Check out the just-released New School Ad Copy for Recruiters CD program. $37.
2. For tips and scripts to interview woman leads – so you don’t turn them off by discussing the things of the business and product, instead of the who and why, check out the Skeptical Market Recruiter CD/or the MP3, which is half price until Sunday, July 23. Use the discount coupon code: 1) for the CD program: leads9cd
2) for the MP3 program: leads9mp3. Discount code expires Sunday.
I’m 55 and have challenged myself to look in the mirror and ask: ” What does my future look like? Imagine shaking hands with me in 5 years?” I know if I keep doing what I’m doing, I’ll keep getting what I’ve got.
I’ve decided not to let anyone steal my dream including myself. I realize right now I write my own paycheck and determine my own destiny. I want to retire my husband from a physically stressful job and it’s fun having extra to spend on my kids.
When I look in the mirror I’m looking at the BOSS… that’s the good news and the bad news. The best news is that I tell myself what to do each day. Of course that can also be bad news if I’m not disciplined enough to create a strong work ethic and business plan. The best part is I’ve learned so much from successful Network Marketers like Kim Klaver who’ve built mini customer empires and are willing share their “how to” secrets with us.
Do you know anyone who has always wanted to build something really big or maybe a mini customer empire introducing “nutrition in a capsule” to “healthy kid nuts”?
I Love Working From Home,
adding to my family income while saving gas. As a woman having my own biz, I take pride in helping people feel healthier by using nutritional supplements. I’ve got a steady customer base & I do not have to make deliveries. Know anyone who’d like to build their own same network marketing biz? Expansion underway across U.S. & Canada. Part timers welcome, especially women. Modest investment to start. Income potential varies, so no promises. Plenty of contests & bonuses to make the biz fun for achievers. Residual income potential over the years. Persistence pays, so I’m looking for someone who feels the same way. Karen O’Handley
Health conscious mom, earning extra income for my children and family, seeks business partners – people who understand the value of nutrition in a GEL-No more pills to swallow and kids like the tastes; the value of balance in families; have 10 hours a week to be their own BOSS; and can follow a simple 10-step program while working with team support.
Do you know someone who wants to work with a professional group of part-timers to build a business like I do?