The attraction of women always trumps anything else and that was shown when 35 women were sent off in a recent World Cup match. Why did you stand out since 47.2% of all football fans are women? They represented an unsponsored brewery in their distinctive marketing colors. Get their attention! By using SEX as in Seduction, Participation, Expression, they were connecting with their target audience. It is the same in copy. But you can only authentically get their attention when you put your personality in the copy.
Marketing is a process of getting there, closing the deal, and what happens next. Each stage is incredibly important, whether you are marketing to men or women. So get their attention by showing you care. Do your own due diligence by studying your target market carefully. You see, the thing about writing is that it takes a lot of energy before you can write a single word. You have to know the answer to these 3 questions:
1. Who you are?
2. Who are THEY?
3. What do they want?
The more you recognize it as a step-by-step process, the more successful you will be in reaching the female market. An interesting thing happens when you emphasize the benefits to women … men are drawn to softer persuasion, too.
What kind of angle are you going to take on your copy? You have to find out. Here’s a tip to help you decide what your ‘hook’ is. Personally, I love the Oriental Trading Company catalog just for ideas to develop a hook when I start writing content for sales letters. Don’t underestimate the importance of developing that hook. Soccer fans spend 80% of all dollars on sportswear and that same percentage applies to ALL consumer purchasing decisions. What strength! I guess you can happily say … She’s got a game!