Marketing to Women Online

Why Online Shipping Costs Are Driving Women Away

It's a common scenario - she comes to your site, finds what she wants, adds it to her cart, and sometime during checkout she sees what she considers to be an unrealistic and unfair shipping cost. 

She bails.

From the anecdotal evidence I've received, shipping costs are an even bigger problem with women than men. 

I suspect that the reason shipping costs are a deal killer for women is because women may be more likely to think the price is "unfair."

Where's The "Shut Up!" Button?

Talk to women about their website pet peeves, and one of their top complaints is always video or audio that launches automatically when you open a website.

"So I click to the site, and this video opens up and takes over the whole home page" my friend remarked when sharing her frustration over a recent website visit.

"All I wanted to do was read a piece of copy under the video.  I started hitting buttons all over the place.  I couldn't click out quick enough.  Where was the Shut Up! button."

Yup - I hear you.  I've searched for it too often myself.

A recent example was when I was on a client call, and just wanted to pull up a website real quick to check the dates of a conference.  Well, the site opens up, and there's this load bizarre beeping noise.   Apparently, there was a count-down clock for the conference that was beeping its little heart out.   I couldn't click out of the site fast enough.  I didn't want the client to think I was doing something else other than giving him my undivided attention. (Which I was, really, I swear).

What Marketers Can Learn About Messaging From Obama

I am a word junkie.  Having spent so much of my career as a copywriter, I am constantly reading and listening, watching to see what words connect with, inspire and cause people to take action.

President Obama is a master.   (Or at least his speechwriters are). 

There were two techniques he used yesterday that every marketer should be using in their brand communication:

1. He personalized his message to each crowd
2. He mixed male and female communication style

On Number One -

Obama spoke at 10 different balls.  I only caught about 4 of those addresses, but was struck by how he personalized his communication to each group, using that group's language and communication style, talking about what each group cared about most.

For example - In the Neighborhood Ball, he talked about the importance of neighbors, and community, and his community organizer days. 

In the Commander-In-Chief Ball - his whole demeanor changed as he joked with the troops on satellite, asking "Cubs or White Sox?"  When the Cubs fans spoke out, his off-the cuff comment was "this is terrible."    This joking/regular guy style, I have no doubt, was his way to try to connect with service men and women.

At the Youth Ball, he used language like "old school" when referring to this dancing style, and ended with "thank you guys" - a much more informal ending than some other balls.

The overall theme of responsibility and gratitude was consistent - but he personalized the message for each ball he attended. 

Marketers - take note of this man's power to persuade based on his ability to be consistent in his theme, but his ability to customize the message into each audience's language. 

On Number Two - 

On the campaign trail, I always felt like Obama had more of a female communication style, while Hillary Clinton had more of a male communication style. 

While Obama was using words like "We" and "believe" and had a very "collaborative" more female communication style - Hillary Clinton was pushing credibility and experience and her ability "Lead on day one" - much more of a male communication style.

In the inauguration speech, Obama used both.

Extensive use of the word "we" and "our" "together" and more consensus building words. Female communication style.

I stand here today humbled by the task before us, grateful for the trust you have bestowed, mindful of the sacrifices borne by our ancestors. - Female communicatioin style - using words like "humbled" "grateful" "trust."

We will not apologize for our way of life, nor will we waver in its defense, and for those who seek to advance their aims by inducing terror and slaughtering innocents, we say to you now that our spirit is stronger and cannot be broken; you cannot outlast us, and we will defeat you.  - Male communication style- hierarchical using competitive words like "stronger" "outlast" "defeat"

And so to all other peoples and governments who are watching today, from the grandest capitals to the small village where my father was born: know that America is a friend of each nation and every man, woman, and child who seeks a future of peace and dignity. - Female communication style- collaboration - non-hierarchical

To those leaders around the globe who seek to sow conflict, or blame their society's ills on the West - know that your people will judge you on what you can build, not what you destroy. To those who cling to power through corruption and deceit and the silencing of dissent, know that you are on the wrong side of history; but that we will extend a hand if you are willing to unclench your fist.  Male communication style- separation from others - right vs. wrong, hierarchy.

Fore more on male vs. female communication style I highly recommend Deborah Tannen's You Just Don't Understand - Women and Men in Conversation.  Seriously - buy the book.  You'll thank me.

You can also check out:

Male Vs. Female Communication Styles

Male Vs. Female Communication Style and Project Management

Gender Based Communication Styles

  

 

Video On Your Thank You Page

It's a technique I'm seeing more and more - non-profit fundraising sites have a "thank you video" on their confirmation page after you've made a donation to their organization. 

Videos on thank you pages have been used by everyone from charities to politicians. 

It's a great idea.  Right at the point you have just handed over money, you get a video featuring the politician, or the head of the organization, or better yet, the very people the organization is trying to help - with a genuine heart-felt thank you and reminder of the difference your contribution is going to make.

E-commerce sites might look into something similar.  

How To Personalize Your Autoresponders

It's the buzz word in all the predictions for 2009 - the ability to personalize.

I couldn't agree more.  But how do you do that?

Sean D'Souza has some great advice on sending personal messages to subscribers.  It may take some work, but the results can be pretty amazing.  See what Sean has to say about the stupidity of autoresponders.

Look at it from a customer's point of view.  Are you in a business where you're trying to build a relationship with your customer?  (Who isn't these days).  What would a real response, from a real person mean to you?

I especially love Leesa Barnes comment about post-purchase phone calls to her customers.  

I call everyone who makes a purchase through my website. Whether it’s a $7 item or a $1997 product, I pick up the phone and call them.

This is a change I made recently and I just LOVE the reaction I get. My customer is shocked to hear my voice. I can hear them chocking on coffee as they say “Is this **the** Leesa?”

I thank them for making the purchase, then I ask what one problem they hope my product will solve. I dedicate 15 mins to each customer. If I get their voicemail, I mention their website or business name as well so they know it’s not a robotic recording. 

I'm thinking, even if you could only reach some of your customers, imagine the information you could get!   It makes my customer research mouth water.

Think this isn't practical if you're a bigger business?  Read the discussion in the comments.  

Marketing to Women Through Contests

MasterCard has the right idea when it comes to creating a contest women will love.  In their holiday promotion, they promoted a contest where you can win two identical gifts - one to keep, one to give away.

Here's why this strategy will work especially well with women.   Women are all about relationships.  It's great when they can win a prize.  But if they can share that prize with others, that's even better.

When a guy enters a contest, he might be thinking, "Yup, wait til my buddies see me drive up in this hot set of wheels."    

Women may be thinking something similar.  But they're also thinking, "The kids are going to love carpooling in this car.   And my girlfriends and I can take this on our next road trip."

For guys, it may be about status.  But for women, it may be about social status.  What's the difference?  For men, status is about separating yourself from others.  For women, social status is about making connections with others.

If you really want her to get excited about your contest, allow her to share the prize with others.  Either give away an experience where she can bring several of her best friends or family.   Or, as in the MasterCard example, create a prize that includes multiple quantities so she can keep one and give the other or others away.

Get A New Attiturd

So I'm doing a presentation, really trying to impress this client.  And I'm talking about how women have "an attitude toward" something.

Well, it was late in the afternoon and I hadn't had my protein snack, and the lips got a little lazy.  So instead of "attitude toward", it came out "atti-turd."

Now, the smart, professional thing to do would have been to keep going and not let my little slip-up stop me from continuing my presentation. But did I glide over my little slip and keep going? 

No.  I burst out laughing.   "Atti-turd.  HA HA HA! "  

Not only did I say the word "turd" I was now guffawing about it.  

Looking back on it now, I would have done exactly the same thing.   True - I messed up.  I slurred my words and said turd.   I could have pretended it didn't happen, not acknowledged it, and kept going.

But here's the thing.   The client heard it.   I know the client heard it.   I figured, better to acknowledge  my mistake now, tackle whatever backlash there would be, then move on.   The client laughed along with me - gave me some much deserved ribbing, then we continued on with the presentation.

There's a lesson here, and not just about proper annunciation.   When we deal with clients or customers, the worst thing we can do is to ignore or try to hide a problem or mistake.  One of the quickest ways to kill a company or brand is to lack transparency. 

Acknowledge the elephant in the room.  Admit to the mistake.  Address the objection head-on.   This is especially important with women. 

I've seen salesmen (male and female) try to gloss over minor mistakes.  BIG mistake.  She may take that as a trend.   Owning up to a mistake and being transparent is one of the best ways to gain her trust. 

Women aren't as concerned with how "professional" you are - they are concerned with how "trustworthy" you are. 

Email Marketing An Hour a Day - Book Review

Whenever folks ask me about marketing to women online, they always ask about email.

Everyone knows email is a powerful way to communicate with current or prospective customers, but there are a lot of questions about when, how often and what to say in those emails correspondences.

I was fortunate to sit down recently with Jeanniey Mullen, co-author of Email Marketing An Hour A Day.

For starters, the book is full of information for everyone from first timers to seasoned professionals.   It covers all the basics plus some of the more complicated technical requirements.   

I asked Jeanniey specifically about email and marketing to women. She had some great insights.

One of the biggest mistakes she sees business owners make is that they get frustrated when they don't see immediate results with the first email.  You can't just send out one blast.  Email is all about building relationships.  This is especially important with women. 

Plan your correspondence - start with a welcome email.   Send out at least 3 emails in the first 90 days.   You've just started a conversation - don't start one then walk away not to continue it. 

Don't communicate with her only when you want something from her.  If your business is seasonal, communicate in the off season as well.   I've found this to be true for myself.  The ski resorts and flower companies that send me emails in the off-peak times build up a relationship, so when it does come time to use them, they are top of mind.

Send emails to her at the time she is making her plans.   For example, when is she most likely to be making her weekend plans?   Thursday?  Friday?  That's the time when you send out your email about your restaurant or movie theater.

Email Marketing An Hour A Day also has some great advice on how to send the right email during each stage of the buying process. 

Another piece of great advice is in how much information you ask when you ask someone to sign up.  Don't ask for too much information up front. Get the bare minimum of what you need, then get the rest of the information later through polling and survey questions. 

One final thought about the book - the "Subject lines do's and don'ts" are worth the price of the book.

As for a final thought on my conversation with Jeanniey Mullen - rules for good email communication are rules for good relationships.  

• Don't start a conversation then walk away - stay in touch, but don't call too often, either.

• Ask for permission first - don't automatically opt-her in.  (FYI - if someone gives you a business card, that is NOT permission to add them to your email list)

• Be brief, but clear.  Be as clear as you can be in your subject line about what the email is about, then use the rest of the email to expand.   

• Don't expect big results right away.  Let your relationship grow, especially if she does not know you (is not familiar with your brand). 

• Your email conversation will have a huge impact on how she feels about your company.  90% of readers will use email to engage in and determine the value of a relationship with a company. 

So, utilize the power of email for your company or product, but be sure to read Email Marketing An Hour A Day first.   I learned so many valuable do's and don'ts.  I think you will, too.