Marketing to Women Online

Websites for Women - Common Mistakes - Part 1

So, you've finally done it.   You've started your own business.   You've found something you're really passionate about.  You know it's a good product/service.

So now that you have a business, you know an important first step is to create a website.  You contact good people, throw down some cash, and voila - you've got a good lookin' website. 

There's just one problem.   You're not getting any results from it.

I know.  I've heard from all sorts of women (and men) who are just as frustrated as you are.   So in a series of posts, I'm going to look at some of the most common problems when creating a website targeting women (since most of you ARE targeting women), and how to fix those problems.

Jean Johnson at All Moms Go To Heaven has bravely volunteered to be our case study.  Her site has many of the most common problems I see, so it's the perfect example to work with.

Websites for Women - Common Mistakes - Part 1 - The Home page

All Mom's Go To Heaven suffers from an ineffective home page.  Visitors see nothing but images and very little copy.  (see example to left as the actual page may have changed by the time you view this) Your home page must do two things....... 

Maternity Fashion - Understand Her Deeper Motivations

I was going through some old pictures the other day and found some great shots of my mother.   She was a stewardess (yes, back when they were still called "stewardesses") when the jets first started flying.   She wore those great form fitting skirts, blouses, and even the pill box hats.   

In another photo, where she was pregnant, with twins no less, and we were some pretty  honkin' babies for twins - 15 pounds between the two of us, she was wearing the equivalent of a boy scout pup tent.

Seems back then, the purpose of maternity clothes was to do everything you could to hide the fact that you were pregnant.   

But look at maternity "fashion" today.   Form fitting tops and pants are more and more common.    Some might argue "Well, form fitting is in today."   Trust me, form fitting was in back in my mother's stewardess days as well, so I don't think it's just a fashion thing.

I think something else is going on here.....

Con-men, Beggars, Good Samaritans and Advertising

Con-men, beggars, Good Samaritans and advertisers - what do they all have in common?  More than you think.

In his blog Stumbling on Happiness, Daniel Gilbert discusses how his experience with a bogus beggar changed his world view. He points out that advertising does the same thing, preying on our good nature.   

We are used to commercial tricks that play on our fears. The official-looking letter marked “Verification Audit” is actually a magazine subscription renewal form; the credit card company’s ominous call to “discuss your account” is actually an attempt to sell new services.

Should we now get used to commercial tricks that play on our humanity? How would we feel about a device planted in trash bins that screams “I’m stuck!” until the lid is opened, at which point it continues, “Stuck in a dead end job, that is — and if you are too, then let us show you how to make millions in real estate with no money down”? Is it O.K. to send a thousand doleful puppies into the streets with tags that say: “Thanks for checking. And speaking of checking, our bank charges no monthly fees”?

You have to read the full post to understand the power of his message - so give it a read.

And advertisers - note - Women are especially aware of attempts to con them. Are you being deceptive in your advertising?  Are you making big statements to try to get her attention that you don't follow through on?   Are you preying on her good nature?

Do Your Customers Feel Stalked?

I was at a concert last weekend, shaking my booty and singing badly.    I try to make up for talent with enthusiasm. 

Several sponsors were there doing their best to promote their brands and gather email addresses.    The Finlandia Vodka girls were working the crowd passing out cards to fill out with your information.   In return for your email address, zip code and age, you were rewarded with.....a straw.   I passed.

Lots of other groups came around with various giveaways.   All were trying to collect email addresses.  The only one who got my info was, actually, the Finlandia girls on round two when they had really cool beach towels.  And then, they got a fake age and my throw-away aol address.

You want my real email address?  One I actually check?   You have to build a relationship with me first.   My email is sacred space.   I actively comb it for unwanted messages and report spam diligently.

If we've actually started a relationship, and I agree to let you send me email, you have to respect that relationship.   Too many companies take advantage of my permission.  They bombard me with emails day after day after day.   I feel smothered.  I feel taken advantage of.  Especially since the vast majority of these emails are pushing me to take an action I don't want to take.   What part of "no" do you not understand?

Are you stalking your customers?