Successfully Marketing to Women – The Close Factor (Part 3 of 5 Series)
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.
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.
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.
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.
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.
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.
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.
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.
