August 13, 2008

Book Review: 1st Truth of Marketing to Women

EVEolution: Eight Truths of Marketing to Women

By Faith Popcorn

This is one of the most entertaining marketing books I've read. Even if you aren't interested in marketing, it's a wonderful read for understanding how women think and buy. If you are self-employed and the majority of your clients, customers or patients are women, then you MUST read this.

No time to read? I'm a voracious reader. So stay tuned as I go through each of author's eight "truths" about marketing to women.

Truth #1: Connecting Your Female Customers to Each Other Connects them to Your Brand

“Women don’t buy brands, they join them,” says author Faith Popcorn. Ask anyone of your female customers why they became your client. You may be surprised to find out that it’s more than your programs, packages and pricing. It’s also who you are, your style, the way you dress and a dozen other nuances that women pick up as vital decision-making data.

Women are gifted relaters, connecters and networkers. We have “the urge to merge” as the author puts it. Provide women with an opportunity to join something and connect with others within your business model and they’ll love you for it (read: happily pay you again and again).

According to the author, creating a connective network within your business model is not the following:

"This is not word-of-mouth marketing."

"This is not relationship marketing."

"This is not a simple sign-up-a-pal program."

"This not a business as usual, one-on-one marketing."

"This is not a quick hit – a short-term promotion that catapults women together as some sort of gimmick."

Women instantly recognize an inauthentic connection. And they’ll shut you out fast when they sense this.

What this truth is about is “building and supporting a community of women – a healthy place where your brand is prominent, helpful, active, fully contributing member.”

Here are some ideas for integrating this concept into your wellness business:

Provide a way for your private clients to become a community through classes, online community, special events or parties. Make this an ongoing, regular part of your business. Not just once in a while.
Make your business not just about providing services but become a hub for the sharing of ideas relating to your services. Another way of looking at this is that your private clients not only hire you, but become a member of a special club. How could you help your "members" (clients) feel special?
It’s less about providing more information, but a way for your female clients to connect with each other about the information you share.

Stay tuned for Truth #2: If You’re Marketing to One of Her Lives, You’re Missing All the Others.

Coming this week.

Karin

Like what you read? Learn more about revamping your marketing materials and presenting yourself as an expert in your field by signing up for my newsletter. Get the details here.

Filed under Blog, Honing Your Message by Karin