For Warriors Who Want To Reach Those That Spend 80% Of The Money

by ewenmack

Posted: 11 years ago 11 replies

OFFLINE MARKETING

Here's the startling facts on this widely under marketed to group...

The average American woman is expected to EARN MORE than the average American male by 2028...

Women control more than 60% of all PERSONAL WEALTH in the U.S...

Women account for 58% of all ONLINE PRODUCTS and services...

Even though many households are dual paycheck, women still spend 80% of both COMBINED incomes...

70% of all NEW BUSINESSES are opened by women so they are investing in their futures...

This brings up the age old question to us men..."what do women want?"

Well we do know they seem to communicate differently to us.

If that is the case, shouldn't we be seriously looking at how we communicate to these who control the purse strings?

I think so.

Here's an example how one women who is an expert at understanding the difference in communication between the sexes.

She is doing it to other women.

There's no kick-ass, no dominate, no power,
no beating.

http://www.redhotcopy.com/copywritin...iting-formula/

Best,
Ewen

#80% #money #reach #spend #warriors

DaniMc

11 years ago

That is a great point Ewen - you just pointed out something that I have been doing unconsciously. Now that I can see it, I can use it on purpose!

I have always naturally connected with women and the same has been true in business. Sure - I like to kick ass and take names, snap necks and cash checks, but I have found that many of my clients are women. I sell them easier than men. The men I sell are usually not the Alpha-male type. In fact - I deliberately avoid doing business with most guys like that.

I actually had a man asking to do business with me, while making comments about strippers LOL. He had the typical "macho" attitude. The price I quoted him was so high I knew he would not want it. I thought that if I was going to work with this guy, it had better be worth the money.

Wow - I never even put 2+2 together - most of my clients have been women! How did I not SEE this obvious trend in my business???

Now that I know this - you have any ideas off the top of your head how I can use it?

Thanks
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Aaron Doud

11 years ago

Originally Posted by Dan McCoy

Alpha Males as you call them have never bothered me. If they want to dominate I know how to let them think they have while still being in control. Make an effort to learn off the next few Alphas you have.

You need to start by being an Alpha to them. They want to know you will hold strong. But in the end you concede. It's all about timing as you have to make the victory real for them. They have to feel you were a worthy opponent. And you may want to start negotiations at a higher amount than you normally would.

I try to never let my personal feelings into a sale. You can't avoid people in selling. For example I am a very fiscal conservative, a true libertarian. I can talk and agree on politics with the most "tax the rich" liberals I meet if I have to. It's all about agreeing with them as much as you can and shifting focus to things they will agree on with you. I never let anyone I am selling to know I disagree with them in any way.

The more we talk Dan the more it sounds like our people reading and adapting skills are very similar.

People like to buy from people like themselves. Those of us who can adapt easily to be like others have a great advantage. Our disadvantage is that many like us tend to not learn the "why" behind it. We do it but never become conscious of it. Once we know what we are doing and how it influences the sale we can control the sale consciously. We can also learn and grow our sales skills to be even better.

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Just want to add I loved her sales letter. The spiritual calling parts were very interesting. I wonder how many people notice that she isn't selling "making money". She is selling "fulfillment of destiny".

This is a reason that so many work from home MLM businesses (avon, pampered chef, 31, etc) work if they are targeted to women. Many women I know personally do these businesses. I want to point out that they are making peanuts for their time but to them it doesn't matter. They are not doing it to "make money". The money is merely a bonus to them.

They do it to have purpose. She takes that idea to a higher level. What I call "fulfillment of destiny". If you ever want to design a MLM marketing company you need to be aware of this.

If you want to make money

It must target women: Can anyone name a MLM powerhouse that doesn't? There is a reason for this and it has to do with the way you reward the average male vs. the average female.
It must be about a purpose: Go to the parties and watch the way the product and the opportunity are pitched.
It must have rewards women want: Free Trips are huge here for the larger companies.
It must be social: Are parties the best way to sell? Of course not. But the parties are not about selling. Though the selling happens because of the parties. Just as creating more competition by recruiting your friends isn't the best way to maximize your own profit. Yet that social nature of the opportunity is what draws them in. And for the company more people selling does mean more sales even if none of the the individuals make much money.

I love MLM companies and have one or two ideas in the back of my head for my own. Not sure I will ever do them or not. My nature is to design business ideas for fun and keep them in the back of my head for down the road.

I also loved the multiple order now buttons. That way whenever someone is ready to buy they can stop reading and hit the button.

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DaniMc

11 years ago

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Claude Whitacre

11 years ago

This is good information. One skill I've never mastered (not even close) is selling to women. Sure, some women buy from me. But when writing copy? Writing books? I'm talking to men.

I think knowing how to communicate with the opposite sex is a highly developed skill.

At the Warrior Event in Raleigh NC. I was talking to a young male copywriter. He was telling me the differences in communication style between men & women. It was fascinating. It's also not a skill that I have developed.

I have one woman client (business owner) out of 63. And she thinks like a man.
My communication style just doesn't connect as well with women.

When I mail cold lists, I take out the female names, because the response rate is so much lower. (I no longer use cold lists)

Anyway, this thread brings some things to light, and I appreciate Owen bringing it to our attention.

Added later; I just read the sales letter...
Completely foreign to my thought process. And I see again..in stark contrast, the differences in how men and women think. Arrrggghhhh!

Added a little later still;

"Heart and integrity"
"Delivering Hope"
"..a higher purpose or calling..."
" integrates the masculine and the feminine energies of businesses & personalities so your brilliance stands out"
"state of being that focuses on the energetic changes going on"
"playful essence"
"brand new paradigm" (I swear, the next person that says "Paradigm"...I'm going to shoot)

This is brilliant copywriting. I admire anyone who writes great copy, it's the hardest thing to learn, in my opinion.
"masculine and the feminine energies"? I just threw up a little. I don't think this is going to work for me. Thank God I'm going to be dead before I run out of money.

I honestly don't think I could say the words "Playful essence" to someone, without bursting out laughing. It just isn't in me.

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ewenmack

11 years ago

Originally Posted by Claude Whitacre

I honestly don't think I could say the words "Playful essence" to someone, without bursting out laughing. It just isn't in me.

The copywriter is talking to a subset of women, which some call
heart based women entrepreneurs.

You, young man

, are on target to your male retail store owners.

You wouldn't see Dan Kennedy change, because he is writing to his herd.

Partly brought up the topic to show the stark difference in communication
that is required for the different sexes.

You've must of said the right things, and still do,
to 1 woman , and that's all that really matters to you
and that is the love of your life.

Best,
Ewen

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Claude Whitacre

11 years ago

Originally Posted by ewenmack

The copywriter is talking to a subset of women, which some call
heart based women entrepreneurs.

You, young man

Thanks Ewen, young man.

I have women readers of my books, had several subscribe to a monthly newsletter I had for $39.95 a month...I have plenty of woman customers from my store. They like me, I just don't talk like they do. Or maybe think the same way as some of them. You already know what I mean.

You said "The copywriter is talking to a subset of women, which some call
heart based women entrepreneurs."

I recognized that the copy was very very skewed to female readers. Even though the copywriter said it was for both men and women. And like you said, they have a certain mindset.

I know this kind of appeal is really strong with MLM people. At first, I thought it was an MLM offer.

But, Like Kennedy, I won't change. Old age, and inflexibility.

I watched, at a Kennedy event..a lady palm reader sell a $25,000 a year coaching program with the exact language and appeal as the example you gave. She did quite well. But nearly every person that signed up was a woman.

I told the guy next to me "I should sell that. It's the "I'll be your friend for $25,000 a year" Program.

She was highly skilled.

Thanks

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ewenmack

11 years ago

Originally Posted by Dan McCoy

That is a great point Ewen - you just pointed out something that I have been doing unconsciously. Now that I can see it, I can use it on purpose!

Wow - I never even put 2+2 together - most of my clients have been women! How did I not SEE this obvious trend in my business???

Now that I know this - you have any ideas off the top of your head how I can use it?

I quickly noticed that women were the ones phoning
me off my ads for the lawnmowing businesses
I had owned.

The lawnmowing contractors didn't change their style of communicating to
them...just stayed with their macho selves.

When you took a look at it, it just comes off dumb and childish.

Back to your situation, the first thing is recognition of the environment you are selling in. You just may want to be aware of it more acutely.

Then put yourself in those situations more often.

Best,
Ewen

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Aaron Doud 11 years ago

I understand the copy.
I can sell to women.

But I'm not sure I could write copy like that. It's not a skill I have at this time.

But one skill I do have is the ability to know when to hire someone else to do it. And to be able to judge the quality. I don't have to be able to do it I just have know when to hire someone to do it for me.

Instead of losing those possible female sales why not work with a copywriter to get the right message. Maybe even hire a sales person who sells well to females to handle the incoming leads from the campaign?
- Thanks
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DaniMc

11 years ago

Well - I just came from an employee meeting with all women. You really helped me. Man it went smooth.

We are changing their entire sales process and employee buy-in is critical. This type of language really connected with them!

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ewenmack

11 years ago

Originally Posted by Dan McCoy

Soo cool.

I noticed you have used the word connect twice now.

Great word for them.

Seems to signal what women want, connection to others.

Wanting to be understood by others.

You are empowering them.

Well done!

Best,
Ewen

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DaniMc 11 years ago

Originally Posted by ewenmack

Soo cool.

I noticed you have used the word connect twice now.

Great pickup - if you look over a lot of my posts you see words like connect, love, and trust.

Over the past few years I have completely reoriented myself this way. It's been a change, but so worth it. I have a major life goal around this very issue - I'll get there.
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javarog 11 years ago

I sell to mostly women as a matter of fact about 8 k or so since 2006 and I have a forum with over 1000 members,, 99% women,, so yes the buying power is there.
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And in the end, it's not the years in your life that count. It's the life in your years.

Abraham Lincoln
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For Warriors Who Want To Reach Those That Spend 80% Of The Money

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