Wednesday, June 19th, 2013

How to Market to Women

By Lisa Manyon on Jul 24 2012 • Filed under Marketing

How to Market to Woman (Photo)A NEW Copywriting and Marketing Formula that Truly Connects With Female Clients

It's no secret that men and women communicate differently and respond to different messaging. We've known for YEARS that women are influencing the majority of all purchasing decisions (85% + to be exact) yet marketers have been using the same antiquated techniques to attempt to capture our attention. It's not working as well as it once did because the formulas created were intended to speak to men (not that there's anything wrong with that IF that's who you're trying to connect with). 
 
Women want to be heard not treated like a part of a herd.In fact, I recently read some startling statistics via an article on The Next Web that claims 91% of women feel like advertisers don't understand them. (Interesting since we're influencing over 85% of all purchasing decisions including male oriented purchases). Clearly marketers are missing the mark when comes to connecting with women.
 
When women (and yes, men, too) communicate on a deep level we feel validated and we know what we're saying matters. The message we share resonates with others and the purpose of the exchange is understood. This happens with our partners, our colleagues and our tribe – the people who really "get" us.  That's a good feeling wouldn't you agree?
 
When is the last time you felt like you had been heard? Not just slightly acknowledged but really heard. Think beyond your
everyday conversations to a recent purchase you made. It could be a product or a service. Why did you decide to buy from that particular company or individual? Were you seeking a solution? Did the marketing deliver on the promises being made? 
 
Here's what I find interesting. For years marketers, advertisers and copywriters have been pushing techniques that don't really facilitate deep conversation or change. The intent has been to push a product, create more sales and basically treat people like numbers. People are not numbers. People are people. Since this is clearly a universal truth, doesn't it make sense to create your marketing materials in a way that really connects on a deep level?
 
I believe it’s past time. That’s why I’ve introduced a new marketing model for success. I’ve found that the traditional copywriting formula of “Problem. Agitate. Solve.” isn’t resonating with women. Women are looking for solutions to their challenges. What’s really working is the new copywriting formula of “Challenge. Solution. Invitation™.” 
 
In the traditional formula we highlight the problems, we’re taught to agitate that issue to focus on the pain points and then solve the problem. I believe people are in enough pain. We don’t need to be agitated to make a decision. In fact, especially for women, when someone acknowledges our challenges (and really understands where we’re coming from), provides a helpful solution and extends a friendly invitation, we’re more likely to take action. Nothing truly flows when it comes from a place of pain and fear.
 
It's time to make sure your mission, values and the needs of your clients are taken into consideration. It’s time to create marketing messages with integrity that come from a place of true service.
 

See Also:
 
Lisa's article on page 66 of Aspire Magazine, (Apr/May 2012 issue) and on Aspire's website
Radio Interview with Lisa on why traditional marketing isn't working anymore: The Penelope Cox Show

2 Comments

  1. Great Lisa.

    I like the new formula “Challenge.Solution. Invitation.” While pointing out a problem which then in turn frustrates me, My frustration blocks my ability to see any way to solve the perceived problem.This approach may not necessarily cause me to choose the particular solution offered. a

    On the other hand, acknowledging a challenge still empowers the woman because they can now entertain a myriad of possibilities when it comes to helping their situation. So now they are open to the friendly invitation( specific possibility you offer) to take action.

    • Germaine,

      That is exactly right and why I challenge the age old industry adage that “Copy is King.” I’ve found that copy is actually QUEEN and content strategy is KING and together they are the key to creating strong and effective results. Even the best copy in the world won’t work if you don’t have a strategy in place. Think of strategy as masculine energy and copy as feminine energy – both are vital but
      if they are not working together it’s a struggle. I’ve also found that the traditional copywriting formula of “Problem. Agitate. Solve.” isn’t resonating with women. Women are looking for solutions to their challenges. What’s really working is the new copywriting formula of “Challenge. Solution. Invitation.™” In the traditional formula we highlight the issue, we agitate that issue to focus on the pain points (when was the last time being agitated prompted you to make a buying decision?) and then we solve the problem. I believe people are in enough pain. We don’t need to be agitated to make a decision. In fact, especially for women, when someone acknowledges our challenges (and really understands where we’re coming from), provides a helpful solution and extends a friendly invitation, we’re more likely to take action. Nothing truly flows when it comes from a place of pain and fear…

      I’m glad you enjoyed the article.

      Write on!~

      Lisa Manyon

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