Ethan, are you aware that both Cheri and Pam’s husbands are involved in the construction industry? Each of these ladies are exposed to a typical male profession, and could possibly write very effective copy for the niche market of women who currently make their living off of contracting and drywall.

It’s immersion. They know the language. They know the stories behind the dissatisfied customers. They know the successes.

You have to tap into your market’s minds. And, may I add that Cheri’s correct in stating that you’re going to learn how to do that very soon.

-Terri

P.S. to Pam. My high school chemistry teacher had a poster clearly displayed above the chalkboard. “Profanity Professes Ignorance”. Kinda catchy, eh?

That, in itself, isn’t a bad marketing move. Although I wouldn’t be comfortable with their approach, obviously they are. To each his own.

Shaune’s right. For heaven’s sake, if you’d really like to help the women business owners in your market… Go After Them!! Especially if they’re underserved right now!

You just need to learn the best way to research a very specific prospect - in this case, female furniture store owners. Then you’ll find out what they really want and need. (Is it different than male furniture store owners? Probably.) Figure out how to show you can help, without making them feel like they’re being “sold”.

Cheer up! Having gone through Shaune’s copywriting class, I can tell you that’s exactly what you’re going to learn.

Cheri

Not saying I’m 100% correct — it’s just what I believe to be so, based on my experience, which I don’t believe is naive.

Here goes…

To this statement…

“Forget Women For Now!”

I say…

Are you freakin’ nuts!

Here’s what I’ve found…

Female entrepreneurs want great marketing — are in fact hungry for it — but they don’t want hard-hitting stuff.

I ask…

How many consultants/copywriters — directly or indirectly — are going after male entrepreneurs?

Lots, right?

How many are going after female entrepreneurs?

Not many… right?

My experience…

They love it — I mean they seem to exhale — when they “feel” that someone can help them and not be hard-hitting = loyalty.

Yes, they don’t just want “good” marketing… if you are able to uniquely satisfy their needs. They want “you.”

Read that last statement again… it’s huge!

Here’s the conversation going on in their head…

Can you be persuasive — make the sale — and not hammer my prospects?

Your response…

Yes I will use effective salesmanship but I’ll compliment that with connection, empathy and something I call Indirect Persuasion.

We won’t hammer them we’ll just — in a very persuasive, yet unoffensive way — help them make a buying decision.

How do you think they respond to something like that?

Loyalty today is very hard to achieve. Addressing the needs of the growing female entrepreneurial market is one of the places where it’s actually possible.

Honestly, it’s not even all that difficult.

Why?

They are an underserved market. Period!

Not to be taken lightly… not at all.

While “those guys” wave their tail feathers and “be seen” why not quietly address the needs of those that they are not attracting.

So…

If it were me, I’d want to know what percentage of your market are female — Is it 20%

20% of 20,000 = 4,000 hungry prospects that are looking for someone to help them.

They are just waiting to be properly approached.

Approached properly — respectfully and persuasively — and prove your value…

They’ll be some of the most loyal and appreciative clients you’ve ever had…

And that said…

You have to want to do it. You have to authentically want to help, not just because it’s a great market.

They’ll feel that and run.

Ethan, you want to do it — to me you are sitting on a great opportunity.

You’ll be better equipped once your through the coaching program. Please be very attentive during the 10 weeks.

Get everything you can out of it — you’ll be ideally suited to approach and convert your female prospects.

It’s a BIG testimonial waiting to happen. : )

Shaune

PS: Yes it’s the copy.  : )

PPS: Read Pam’s post above — there’s a clue or two there. 

I have to confess — I have done a horrible job tapping into what a woman wants.
In one of my businesses women are a large majority of our target market in the Home Furnishings industry. However I only seem to get men to respond.

Yesstill a majority of the retail stores are owned by men. But more and more women are opening and running their own retail stores and we only have 20,000 in our universe.

Is it my copy? Is it too hard hitting?

I keep telling my business partner that we need to learn how to tap into what woman want, however, he said to me, “Forget Women For Now!”

Well, Shaune I don’t want to forget women for now.

I guess I have two questions:

1. Should I forget woman all together and focus on men?

2. If not, what is best way to resonate with women in my copy?

Wanting To Know…. Ethan