By Liz Pabon
Sales pages.
Audio generation.
Video promotions.
Postcards.
There are a variety of ways to market your brand these days. But let's be honest, many of the methods being used and being taught to you aren't necessarily fem-friendly.
In a conversation I had recently with a brand management client, I explained the difference between marketing and selling. Interestingly, when I was asked the difference between marketing and sales back in college I didn't know how to make the distinction.
But a distinction there is...
You see, lots of the marketing that turns your stomach, the marketing you believe is the only way to market in order to generate revenue is in fact, selling. Aggressive, scare tactics used to twist the arm of your market into buying your wares.
Marketing, on the other hand has more...finesse. When done correctly it requires no selling on your part. A great marketing teacher of mine once said good marketing makes selling superfluous.
And if you're marketing to women, you'll want to move away from the in-your-face, blaring headlines that read like neon "snake oil" jargon suitable for men wearing plaid suits that hint of too much Aqua Velva!
To connect with women in your marketing is actually quite simple and requires that you pay more attention to the details and find a way to deliver a personal, intimate experience.
Since images speak louder than words, take a look at the postcard J. Crew mailed last month:
Sales pages.
Audio generation.
Video promotions.
Postcards.
There are a variety of ways to market your brand these days. But let's be honest, many of the methods being used and being taught to you aren't necessarily fem-friendly.
In a conversation I had recently with a brand management client, I explained the difference between marketing and selling. Interestingly, when I was asked the difference between marketing and sales back in college I didn't know how to make the distinction.
But a distinction there is...
You see, lots of the marketing that turns your stomach, the marketing you believe is the only way to market in order to generate revenue is in fact, selling. Aggressive, scare tactics used to twist the arm of your market into buying your wares.
Marketing, on the other hand has more...finesse. When done correctly it requires no selling on your part. A great marketing teacher of mine once said good marketing makes selling superfluous.
And if you're marketing to women, you'll want to move away from the in-your-face, blaring headlines that read like neon "snake oil" jargon suitable for men wearing plaid suits that hint of too much Aqua Velva!
To connect with women in your marketing is actually quite simple and requires that you pay more attention to the details and find a way to deliver a personal, intimate experience.
Since images speak louder than words, take a look at the postcard J. Crew mailed last month:
The simple postcard (sans the usual headshot, or goofy photo of hula girls and coconuts and attention grabbing headline) conveys a personal touch from the look of the card, the look of being hand written (it was printed), to the heartfelt and intimate message on the card itself.
Simple and effective.
If you want to make a connection with the female market, pay close attention to the fine details. 'She' can't help but be impressed.
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