Marketing to Women Online

How to Message Customer Rewards

 
What kind of language do you use when you talk to customers about redeeming points or employee incentives.    What message does your "messaging" send?

Incentive Intelligence has a terrific article - Do Awards Earners "Shop" For Awards?  Should They? 

If you follow my blog, you know I do a lot of research on messaging, persuasive copywriting, and word choice.  I've seen how changing even one word can make a big difference in results. 

Incentive Intelligences' Paul Hebert has this to say:

Turkey and Tequila - How to Market Tequila to Women

 
On Thanksgiving as families and friends gather everywhere to eat turkey, watch football, and laugh and re-connect, I was with my family.....standing in a bathtub....drinking tequila.

Why, you ask dear reader, was I celebrating the holiday in such a....let's just say untraditional kind of way? 

It's a touching story, we'll get to in just a minute.  But first a quick marketing tip. 

Marketing tequila to women

This summer I ran across the most amazing tequila ever to pass my lips -Casa Dragones. 

Bertha Gonzales is the co-founder and CEO of Casa Dragones.  She is also recognized as a “Maestro Tequilero” by the Academia Mexicana de Catadores de Tequila.
 “It’s like being a black belt in tequila,” Gonzalez says, “and I’m the first woman to be honored with that title in what is a male driven industry.”

Marketing to Women - The Power of Music

 

If you want your product or service to make an emotional connection, include music in your messaging. 

Music is the language of emotion.   The brain areas used in deciphering, learning, and remembering music are connected or related to areas of the brain which produce emotional responses. (Think right brain, the limbic system and the hippocampus)

If you want to produce a powerful emotional response (the holy grail in marketing to women) music is an essential tool in a marketer's tool belt.

Do Women Respond to Authentic or Aspirational Marketing

I love talking with Tony Fannin at BeBranded.   He always provides interesting insight and asks great questions.

His question to me this week was, "When it comes to marketing to women, does aspirational marketing work?"  

You can find my answer here:  Marketing to Women:  Aspirational Vs. Authentic.

About Face Book Review

 
 
If you're looking for a business/marketing book that is a true winner, you've just found one.  It takes a lot to really blow me away, but About Face - The Secrets of Emotionally Effective Advertising did just that.

I'm a fan of author Dan Hill, so I went in with high expectations.  Dan did not disappoint.

About Face combines theory with specific actionable advice

There were two things I really liked about About Face.

1. Focus on the why, not just the what.  The introduction title is "Science Meets Creativity."  We often see ads that are successful, but don't know exactly why the ad was successful.  My problem with "creativity" is that it's often difficult to replicate.  Dan Hill uses science like facial coding to actually measure true emotional reactions in test subjects. He shares research on how the brain reacts to different types of messages.
2. Specific actionable recommendations.  The second, and  more important reason I like this book is that it gives you specific recommendations from wording of your ads to types and placement of images  I kept jotting down notes for clients I'm working with and specific ideas for improving their marketing materials.  Now THAT'S the sign of a book worth reading.

Dan points to this quote, "Advertising does not first get attention then create an emotion.  Advertising creates an emotion which results in attention."   I think this is the key to the whole book.