Making your sales page pink or adding glitter isn’t the right way to sell more to women (even speaking as a woman who loves pink, and glitter)…
Hint: Pink glitter on your sales page won’t sell more of your product or services to women.Click to tweet
Sure, some words are powerful when selling to ALL human beings.
Yep, those grab everyone’s attention – male or female.
And David Ogilvy’s 20 Most Influential Words…
Also grab our attention.
But beyond the obvious, men and women are DIFFERENT.
Do men and women speak different languages? Write your marketing copy in the right one…Click to tweet
We all know this… sometimes it feels like men and women speak completely different languages:
We make buying decisions differently. And with everyone from Forbes to Neilsen reminding us how much money women control… well, it’s a good idea to recognize that just making your sales page pink, adding flowers, or using a scripty font, is not enough to get women to buy…
Don’t fall into the companies who approach selling to women in ways that come across as unrealistic or patronizing, okay?
Here are three core motivators that will help women feel safe doing business with you and boost your conversion rates:
Safety & Understanding
Women as a group are more risk-averse than men. Now, we’ve got our daredevils, but in general we want to feel safe that we are making smart decisions.
We also want to know you understand us and what we care about.
How can you convey safety and understanding?
1. Share testimonials with real people like me on your page
2. Make the guarantee and refund policy clear
3. Show me before/afters, photos, video – and the stories behind them so I can connect with their feelings
4. Tell your own story, especially the transformations – so I see that you understand me
5. Don’t make it my fault – explain that you understand why I ended up with the challenge I’m fighting, and that you see how I can solve it and believe I can, with your help (if that’s true – if it’s not, then find another product or service to sell!)
Community & Belonging
We’re all looking to belong, to be part of a community. How can you create that supportive community around your product, services, or blog?
- Use Facebook groups
- Create forums
- Host twitter chats or other connection points
And then look for ways to convey that feeling in your copy. For example, try testing “Join Us” or “Become a Member” against “Sign Up” on your opt-in form buttons.
Secrets & Exclusivity
Being the first to test something out, the first to have insider info… that’s powerful because women love to share and to be part of special groups.
Consider phrases like…
- Members only
- Login required
- Request an invitation
- Apply to be one of our beta testers
- Exclusive offer
- Become an insider
- Get it before everybody else
- Be the first to hear about it
- Only for subscribers
- Apply for an early invite
- Get in first
- Join the early access club
Faith in Something Bigger
One more piece of advice… find the “something bigger” that relates to what it is you offer.
I might not want to do X, Y, Z to make more money. But tie that money to creating positive change in the world – caring for my family, donating to charities, or otherwise – and my thoughts change.
Women are mission-driven and purpose-focused.
And, we tend to believe just a little more strongly in the magical, mystical world, too.
Don’t tell me I’ll make a million dollars (in yellow highlighter and red bold text), tell me how we can change the world (with images and stories).
Wanna Read More?
Here’s a fantastic article about selling to women, and using feminine words, for further reading:
Romance 101: How to Use Feminine Words that Sell by Copyblogger
Women, what do you look for when you’re making a decision to purchase? What motivates you to click “buy” – or makes you decide to go elsewhere?
Share in the comments!