Write sales letter that women respond to

Today I interviewed one of my favourite Internet marketers, Lorrie Morgan – Ferrero. Lorrie has a wonderful ability to write sales letters, emails, blog posts etc that I can really relate to. I feel as if she is writing to me. She has an ability to catch the female voice but not in the way that some marketers try. Her language is not girly, or wishy-washy. It is strong, intelligent and makes me feel as though she takes me seriously.

Isn’t that different to many of the sales letters we read on the Internet? Over the next few days, on the blog here, I will share with you some of the facts about the changes taking place in marketing, driven by the increasing power women have as consumers. But here it is in brief. Women make far the majority of buying decisionsnow, even for goods traditionally targeted to men. 80% in fact!

Here is Lorrie’s recipe for adapting your sales letters to appeal to the female buyer:

The important thing to know is that the way sales letters are traditionally written works. We do not have to rewrite the guide book. For example, you still need to have a great headline and a good offer. You still need to state the problem, show you understand it and then offer a solution (you). And like it or not, long sales letters work better than short IF you follow the steps below. The current techniques are based on sound psychology but they were invented in the 1920″s when women were not the buyers. Here’s how to get it up to date:

1. Appeal to both sides of the brain:

Men tend to think in a linear way and make decisions faster. Women tend to use both sides of the brain equally and take many factors into consideration. We tend to want more information before we make a buying decision. We take longer to win over as a customer but when won, we tend to be very loyal. Of course, these are exceptions to the rule but these differences between the way men and women think hold true.

So the lesson here? Give women the facts. Provide info in a variety of ways (dot points, audio, stories, information boxes, video). We need enough information to make an informed decision rather than hype. Can you you see now, why long sales letters are necessary?

2. Use metaphors:

Women use both sides of the brain and think in terms of stories and relationships. So use a lot of metaphors in your sales copy. Tell stories.

3. Use graphics:

Boring pages where just the words sell have become the accepted best-practice recently. The thought is that nothing should distract from the words. This does not work for women. It is important to reinforce your message with great graphics.

4. Be authentic:

If you are yourself and honest, women will be loyal customers. If you are not authentic and try to make it, women will sniff it out quickly and you’ll never see them again. So lose the hype, empty promises and trying to copy the voice of others. Be yourself.

5. Write to a very specific person

Lorrie mentioned the concept of a TARKET. She recommends you research your target customers well and then create a very detailed profile of one person. So, you give them a name, age, occupation, interests, marital status, income etc. When you listen to the recording you’ll hear Lorrie describe her tarket. Talk about detailed! This is the person you are writing to in everything you do. This will make your writing so much more genuine and authentic.

6. Don’t use male language

Don’t use words such as win, compete, destroy, dominate, bullet-proof etc. Women do not respond to competitive language and the language of conflict. Use inclusive, relationship building words.

7. If you contribute to the world, let them know

If you make the world a better place either through the way you do business, your product or by contributing, let women know. Studies have shown that women place priority on community and social issues. But remember, if you don’t or you just do token contributions, don’t claim you do something you don’t. You’ll lose loyalty quickly.

You know what I  like about this approach to copywriting? It is high in integrity and treats the customer with respect. That is probably why using these techniques increases your success with the female buyer, but doesn’t turn men off. Over the next few days I’ll also share a few other tips Lorrie shared. You can also grab 2 great opportunties thanks to Lorrie.

Firstly, go to http://www.wonderfulwebwomen.com/recommends/redhotcopy and download the free report “Are You Still Living In the Marketing Dark Ages?”. Lorrie shares even more great ideas there.

After you sign up for the report, you’ll be given access to a special offer page that is only valid for 2 more days. Lorrie is holding a first ever 3 day event in October where she takes you step by step through tailoring your ENTIRE business to make the most of the female market. Today we only covered some of the copywriting skills. Lorrie has extended an offer for a wonderful discount to the event that she has not even made available to her own list (this is true. I’m on her list and haven’t seen this offer). She has also included excellent bonuses of software and tools that will quick start your copywriting. Here’s the link again.

http://www.wonderfulwebwomen.com/recommends/redhotcopy

I’d love to hear your thoughts on copywriting and the female market. Why not share them here?

Cheers

Janet

Comments

  1. Hi Janet,

    I LOVE this article. Thank you so much for Wonderful Web Women. I am having so much fun meeting people and learning about how to get my love for EFT and my work out to the world.

    I am publishing my articles on HubPages (http://hubpages.com/hub/Hi–Im-Catherine-and-I-am-a-Shopoholic-in-Recovery)
    and find that many of Lorrie’s tips are exactly what draws me to the articles I like!

    Your material continues to inspire and inform!

    I was lost at sea in cyberland until I spotted your help!

    Thanks,
    Catherine

  2. Catherine, thanks so much for your wonderful enthusiasm. It’s great to be able to share such inspiring people such as Lorrie with you.
    Cheers
    Janet

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