When you look at the keywords people type into the search box,
those words represent phrases your prospects are thinking. When you
write copy that uses those words, your writing the way your target
thinks.
Women And Men Think Differently About The Same Topic
Women
think differently than men. And vice a versa. So depending on the
target audience you wish to reach, write the way your target audience
thinks. The copy that you write will be either the way a woman thinks or
the way a man thinks. Why is it important to write gender-unique copy
in your marketing pieces?
Suppose you are selling grief counseling
services that specifically provides solutions for women who have lost
their only child. As always, know your target. Understand what is
important to them. Think and write like them.
Write Genderized Copy
Write
separate copy customized to each gender. Why is that important? Because
men and women think differently. The human brain is hardwired this way.
If you take a shotgun approach to your marketing and speak in a unisex
way, neither target will read your copy.
Why is that? If you start
your copy out using words that appeal to a woman, the man will
discontinue reading. He will think your proposal is for women. It will
rarely occur to him that there might also be something applicable to a
man.
The same is true for the opposite gender. If your copy starts
out talking to a man, a woman will probably cease reading. She'll think
it's for a man instead of a woman. For this reason, it's best to write
gender specific copy. This can increase your sales conversion rates and
speed up your sales cycle.
When it comes to women, they typically
think in 'feelings' terms. They want to feel supported, stay in touch
and be accepted for who they are. So when you're writing your marketing
copy, write in feelings copy to attract women prospects.
Example of Female Copy
For
example, in order to attract a woman, your copy would say something
like, "Compassionate hearts are here for you at Light At The End of The
Tunnel grief counseling. Helping you cope in a caring, encouraging,
supportive environment."
Male Copy for Grief Counseling Is Different Than a Female's
If
you specialize in grief counseling for men, the words used might be
more practical. When a man mourns a loss, he needs to feel strong. He
equates strength with striving, moving, achieving goals and activity.
Many
grieving men try to avoid feeling their emotionally painful feelings.
So, they tend to spend more time working. They do this attempting to
distract themselves from feeling those painful loss feelings.
The
following could be a male copy example: "It takes the strength of a
confident man to ask for help to mourn the loss of a loved one.
Businesses hire consultants all the time to succeed in business.
Consider Light At The End of The Tunnel grief counselors to be grief
consultants. We provide a simple plan for you to work through grief on
your own terms."
When you write the way your target thinks you
connect on a deep level with your target. Writing copy in this
genderized way, your specific target sees you as a trusted resource.
Stay
focused on solving your target's problems in a way that makes sense to
them. Assure that your motive in looking for clients is to genuinely
help them solve their dilemma. That is a great way to build a
meaningful relationship with people who really need your services.
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