Marketing to Women Online

Advice for 2009 - Why You Need Your Own Belayer

   

 "Oh Shit"

That's the predominant thought going through your mind. You are hanging on by your fingers.  You're trying to grab hold of something, anything, that will keep you from falling. 

You keep going thinking it has to get better/easier, but it's only getting worse.

This is unfamiliar territory.  This isn't, stay awake at night anxiety. This is, I can lose everything fear. 

Your rubber legs are wobbling, your blood is freight training through your chest.  Your current toe-hold is slipping, but no other is in site.   Safety up ahead is too far away to see.  

Just as your fingernail grip starts to slip, you cry - "I don't think I can make it!"

And an encouraging voice calls from below - "You can do this.  Look up above to the left- see that metal ring?  You can get there.  It'll give you a good foothold so you can catch your breath.   The whole left side is much easier."

Time stops as you think - "and you're just telling me this now??"

Funny, isn't it?  How life imitates life?

Great Post on Reducing Sales Friction

Linda Bustos and Jason Billingsley at Elastic Path have a must read post on how to reduce friction (and increase conversion) on your website and in your email marketing campaigns.

Great examples and simple, practical advice.   Go check it out.

Public Speaking and Dealing with Naysayers

There's one in every crowd.  You know who I'm talking about.  You're giving your presentation and he or she is sitting there, arms crossed, just staring at you.   You can practically read his or her thoughts...

Why am I wasting my time with this crap.

If they participate at all, it's to ask challenging or combative questions.   At best, you get non-engagement.  At worst, you get hostility.

How do you handle this person?  Do you ignore him or her? Do you try to convert him/her over to your side?

Sales training expert  Laura Posey at Dancing Elephants has some great advice on how to deal with these types of people.

Are Women Better Marketers?

Are women better at marketing than men?  Could it be female brains are wired in such a way as to give women a biological edge in creating effective marketing campaigns?

That's the premise in Branding Strategy Insider's post Why Women Are the Superior Marketing Sex.  

There is, perhaps, no more important skill for a marketer than empathy. While the media and outsiders tend to perceive marketing as a matter of spin and persuasion, the reality has always been different. It is fundamentally a challenge of understanding. Yes, later on we create advertising and packaging and other rhetorical tools, but the primary issue for all marketers is to understand their consumer and bring that understanding into the organisation. Without this basic empathy for the target market, our marketing efforts are probably going to be in vain.

It's clear, therefore, why women have such a biological advantage when it comes to marketing. Their brains are simply better at understanding others. Male marketers are more likely to make the crucial error of assuming that their own thoughts and reactions can be extrapolated to those of the market. Female marketers, in contrast, are more likely to truly get inside the head of the market and base their strategies on the real needs of consumers. 

Just in case you're thinking this is some feminist propaganda, the blog is written by two men.

The post goes on to discuss the differences in male and female brains and how that effects our skills as marketers.  

Timely Wisdom About Failure from J.K. Rowlings

In this stressful time when fear and failure surround us, J.K. Rowlings has a message everyone should hear. 

"I had been set free because my greatest fear had been realized and I was still alive." 

If you are feeling stressed, afraid, or just in need of a good laugh, watch J.K. Rowlings Harvard Commencement Address.

Thanks to Jeff Sexton for encouraging me to watch this video.  

You can watch part 2 here.

Circuit City Commercial Creeped Me Out

I'm going to put this in context for you.  I was watching a crime drama. (No I can't remember which one.  It's impossible to watch prime time TV without running into one).    Then I see this Circuit City commercial.

When you watch this by itself, it may not seem that bad.  But I have to tell you, when I saw it inserted into a crime drama, my first thought was, "This must be one of those promos for parents to warn their kids about the dangers of Internet sexual predators."

Now, maybe I've been watching too many "To Catch a Predator" re-runs.   So I probably over-reacted.   It's not insinuating this guy is trying to lure an unsuspecting teen girl into a sex tryst. 

It's a much more positive message. 

It's insinuating this guy is having some sort of extra-marital affair.  

Obama - Female Communication Style

I write often about the power of words and the message they send.

I found it interesting when President Elect Obama introduced his national security team.  In the introduction he talked about "the team beside me." 

Interesting choice of words.  Most politicians talk about "the team behind me."

"The team behind me" indicates hierarchy - you are in front - you are the leader.  More male communication style.

"The team beside me" indicates inclusiveness - more female communication style.

Now from my vantage point, it looked like the team was, indeed, standing behind him.   So I don't know if his word choice was purposeful.  But I have heard many say he has more of an inclusive "female" communication style.

Just an interesting tidbit. 

Ahnu Footwear Creates Brand Experiences for Men and Women

Ahnu Footwearis popular with both men and women.  (A nice problem to have.)  But they are creating messages/brand experiences that are gender specific.

With the launch of a new website and a series of upcoming branding initiatives, Ahnu Footwear (www.ahnufootwear.com) is making a distinct shift to allow gender-specific communication to male and female audiences.

“The reality is that men and women are seeking different things, even from the same brand. At Ahnu, we’re acknowledging that reality not just through product with technical features and color palettes, but with the overall brand experience as well,” said Jim Van Dine, president of Ahnu Footwear.

Obviously one of the main differences is the shoes themselves, but since they mentioned their new website, I thought I'd take a look to see how the experience is different for men and women.

Do You Get Scared? I Do

I was talking with my friend Jeffrey the other day and he shared the most beautiful saying...

 "Nadie te quita lo bailado"   That translates roughly to "nobody can take away the dance you've already danced."

These are scary times.  I recently left a secure steady job to go out on my own.  At the end of September, that seemed like a brilliant move.  Right now, I can't believe I just left that steady paycheck.

I have a new found respect for entrepreneurs and business owners.  How do you guys sleep at night?  How do you manage the anxiety, stress, and outright fear of not being able to make money.

I'm new to this, so I've been asking around and getting advice on how to try to manage that fear and stress, and even put it to good use.

Is Marketing to Women Dead?

It was a bad moment.  My friend Brian sent me a link to a post entitled "The Death of Marketing to Women?"

I had a flash of my entire career going - Poof!  What would I do?  How would I make money?  I could try to pimp out my Boston Terrier to those organizations that send dogs in to visit sick kids.  Only problem is, he's terrified of children.  (He had an unfortunate Halloween incident with a Teletubby)  But alas, I digress.

Is marketing to women dead?

That's a question Andrea Learned answered in a recent interview. 

Marketing to women isn't dead - but, with men shopping more and starting to pay attention to the things women have long noticed, it might be time to call it "marketing to feminine brain traits" (a mouthful, I realize).

Whew, for a minute there I thought she was going to put us all out of business.  While it's a tantalizing headline, it's not true.  But Andrea brings up a great point.  I'm also finding that "feminine brain traits" and techniques used to connect with women work well for men as well.