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| by Expert Copy Strategist, Charlon Bobo |
Another inspired week is upon us. To empower you with direct resources to increased, measurable results, this week's features include:
Charlon Bobo is the founder and team leader of EditCopyProof | Wordsmithing and Editing Solutions -- Transforming Words Into Profits. Proficient in many diverse writing roles, her expertise spans more than 25 years. This solid foundation offers you a single and final destination in your quest for extraordinary press-ready services including copyediting, copywriting and proofreading. Visit us TODAY at EditCopyProof to submit your Request For Proposal. |
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| Charlon Bobo |
Gender-based Marketing Copy -- Why This Trend Is Growing Exponentially and Why It's Crucial To Speak Directly To Women
Statistics show women make 85% of consumer
buying decisions. Is it any wonder then that
we need to write online and Web site content
specifically to them? Using a new approach
that literally speaks their language?
Instead of writing tired copy based on the old patriarchal paradigm, it's time to think differently about how we approach women to offer our products and services. There's a completely new shift happening and with it comes many opportunities to market in ways never before imagined or attempted... which will actually use less language to sell and more language that connects. When women feel they're heard and understood, they will purchase from you. When they see a fresh coat of paint on an old marketing approach, they won't. All the rules have changed. Let's dig in. Why is this trend growing so rapidly? Simply put: Because it's time. There is an energetic/spiritual reconciliation occurring on the planet and women (as well as those characteristics culturally related to being female) will become much more prominent... in business, in politics, in religion, in every leadership position. It is a result of things being so out of balance for so long. What is out of balance must right itself at some point in time. That time is now. So, how does this relate to the language of online marketing? Because if what I'm saying is true (you must feel it for yourself and check it against what you see happening around you) there's a ton of opportunity about to explode... for all of us! Why not be ahead of the trend to make sure your business is in complete compliance and poised to maximize every possible angle? (As a generality) women are innately nurturing nesters. There's no amount of denying this that changes it. There are inherent tendencies to women that no matter how much time passes or cultural changes occur, are prominent, prevalent and won't go away simply because they don't sound politically correct. Sure there are exceptions and nurturing nesters may never birth children, create comfortable homes or be gracious hosts, but nevertheless there are expressions of being uniquely female with variations of the same theme. That's why it's important to write to these themes. To be effective, we must address the issues, cares, concerns, fears and frustrations of women. Some people think targeted copy doesn't make any difference. You decide. Let me give you an example: To which gender is each of these ads meant to target? 1. "With all the demands at work, there's no time to waste. Our hard-hitting tactics guarantee results." 2. "With all the demands on your time -- at work and home, with family and friends -- it's vital to make wise decisions that ensure you have as much time as possible for everything and everyone you love." As a female consumer, of course you are more motivated by the second ad. No doubt. It speaks to someone who understands you (you have limited time), supports you (in making wise decisions), and offers you a solution to resolve a frequent frustration (having time for everything and everyone in your life). So, what works with women? Language that: � elicits feelings of connection to others � ties into/addresses personal aspects of life (home, balancing personal/business lives, integrating children, support networks, virtual and actual communities, etc.) � ties into compassion, nurturing, connectivity � is inclusive of more than just her... it speaks to all the women she knows This trend is quickly gaining momentum. Not only do women make 85% of all buying decisions, they make up 40% as household heads, and run 40% of companies in the United States. Women went from being A segment of the market to being THE market! Now's the time to invest in refining your marketing materials to address this key majority of the buying market -- WOMEN. Clearly, accessing and addressing their specific needs delivers the kind of results not seen with conventional or one-gender-fits-all copywriting. Things have changed dramatically only to become a wave of the future. Be on the crest of the wave! If you require a professional assessment of the "female-friendliness" of your marketing content, contact us. We're female. Simply stated, "We get it!" and are driven to apply our expertise in online marketing to showcase your products and services in the burgeoning female market. |
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| Charlon Bobo |
Ritual and sacred bonding
I attended by cousin's wedding shower
yesterday.
As much as I can, I stay away from wedding and baby showers. I prefer inclusive co-ed events that don't separate men and women. It perpetuates the notion that women should be here doing this-or-that and men should be there doing something-or-other. On one level I understand and on so many more levels I don't. Separation can do nothing but give permission, excuses or reasons for even more separation. Instead I'd rather place my energies on celebrating the differences and finding more opportunities for the two to connect in ways that honor each. It was a beautiful day, though. After a gracious, heartfelt thank you my cousin confided in me that she never felt like a valued part of the family and today made a difference. I never knew. That's why it's important to step away from our first preference (for me it would have been to not attend) to honor those we love. We may never know what our actions mean to them and how deeply they can be felt. In Sisterhood, Light & Love, 
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