I work with a lot of guys who want to do a better job of marketing to and selling to women.
Recently, I've started working more with women who want to do a better job of marketing and selling to men.
So here's an example of how to market to men by BoostCTR.com. We'll look at specific things this company does that you can apply to your own efforts to do a better job of marketing to men.
Tip #1 - Clearly state how you are different/better than your competition.
When women are selling their products and services, they tend to focus on the benefits of their products to their customers (which is terrific). But they don't always explain how their product fits into the competitive landscape and why it is superior to other choices.
This is one of the top things men want to know - "How do you compare to the competition. Why should I choose you instead of your competitor."
You must be able to explain why you are better.
Example #1 - BoostCTR home page
In the main headline and the graphics below, BoostCTR clearly states how they are better than the competition using words like better, faster and higher.
Tip #2 - Be clear and direct about what action you want him to take.
Women have a more indirect communication style. The don't want to appear pushy. But women can do a better job of not being pushy, but still being very direct and clear about what action you want your customer or prospect to take.
Make sure at the end of any meeting your male prospect walks away with a list of action steps or clear instructions on what he needs to do next.
Example #2 - BoostCTR Call to Action Button
BoostCTR makes it very clear what they want their website visitors to do - See Plans and Pricing. There's a big button and arrow. He can't miss it. If he's not ready to take that next step, he has a clear choice "OR See How BoostCTR Works."
In your sales process, make it clear what next step he needs to take to move him to the close. If he's not ready to take that step, have a clear choice for his other option. "Take some time and think about it" is not something you want to say to a guy in a sales process. Always end with an action or choice of actions.
Tip #3 - Focus on results
Guys like specific numbers. If you're selling something, talk about specific results.
How do your customers and clients measure success? Share case studies, numbers, charts, before and after pictures. Get as specific as you can.
He wants to know how choosing you or your product is going to help him succeed. He wants to know what kind of results he can expect.
Example #3 - State actual results and get specific
I love the headline "Win of the Week," with the before and after example. It's a great use of graphics and numbers to spell out success metrics.
Recent Activity also gives visitors specific results.
Tip #4 - About Us and profile pages need to focus on what you do, not just who you are
I've noticed that women's About Us pages and profiles contain a lot of information about who they are, but not a lot of specifics about what they do. If you are the head of business development for company XYZ, spell out specifically what you do. If you have a consultancy business, have a bullet point list of services you offer.
Example #4 - About Us page focuses on what rather than who
The About Us page spells out what BoostCTR does. Now, people do care about who you are, and so BoostCTR has an Our Team page with pics and bios of their employees.
It's best to make sure your About Us and profile page answers both questions - What do you do? AND Who are you?
Conclusion
Whether you're a man marketing to women, or a woman marketing to men, it's important to understand the differences between men and women.
I spend a lot of time asking men to understand women, so women, I'm asking you to take the time to understand and do a better job of connecting with men. Use these tips and close more sales.
Thank you my friend :) I will come back to read more from you!
Posted by: Said | May 03, 2011 at 10:32 AM