Its Not All about the Cleavage! Or is It?

Times are a changin'! More women today work outside the home, earn (and control) significant amounts of money, and make large, important purchases like houses, automobiles and computers. In the past, advertising portrayed such independence as being primarily characteristic of men. But there has been an interesting role reversal where more men are involved with cooking, cleaning, laundry and childcare. (I know some of you ladies reading this don't believe me, but they are really out there!) LOL

Interestingly enough, the male consumer?whether married or single? seems to be shopping alone. And not all of them shop alike. According to NPD group, a market research firm, more than 45% of menswear sold in the US last year were sold to men who were shopping without women, compared to 26% in 2000.

What kind of male buyer is your target market?

Alan Katz, publisher of the new men's shopping magazine "Cargo", said that their research found three different types of male buyers.

* The enthusiast, who buys a lot across all categories, and is the first to embrace the latest trends;

* The focused buyer, who does a lot of research, but buys in only a few categories;

* The guided buyer, who looks to publications, friends, girlfriends or his wife to tell him what to buy.

SOME FACTS ABOUT MALE CONSUMERS:

Here are some key tips to be familiar with when understanding the male market:

Ain't He Pretty?

They're spending more and more time in front of a mirror, spritizing their bodies, styling and coloring their hair, 15-year-old teenage girls, you ask? Oh, no boys and young men are leading a grooming revolution that has fueled a 2.1 billion dollar industry, and one that is poised to grow in the next five years.

Cut to the Chase!

Tell them, you don't have to show as much. Women have been proven to be more visual creatures. Men want the facts! List the benefits and features rather than showing lots of pictures.

It's fine to have graphics, but make sure the details stand out first, so that the details are put into a context that makes them easier to relate to. Remember men give directions by using street names; women give directions by using landmarks. It's amazing, but it's true. Please, I can't tell my East from my West most of the time, but I'll know if the store is next to McDonalds and the Big Green Building!

Sell Them with Features (revisits the idea about cutting to the chase) A terrific example is research done by the Center for Women's Business Research and IBM that identified differences in how men and women business owners buy technology. Both wanted a fair price, but men were more concerned with processing power (How fast is it? How much memory? etc.). Women were primarily concerned with ease of use (How easy is it to get this up and running? How easy is it to use? Will someone help me if I have problems?)

Find out more!

-See what research already exists on this topic. I just opened the door, but there's so much more out there?Get to Googlin' for starters...(www.google.com)

-Tailor your benefits copy to recognize that men and women make decisions differently. For example, it's been said that women prefer to make decisions based on consensus, more so than men.

-Lastly, don't obsess over this guys, it's more important to make sure the advantages and benefits of your product are well positioned and communicated, no matter what the demographics of your audience. Good luck and if all else fails?get the girl with the pursed lips to help you out with a photo. Okay, okay, that was a cheap shot, I'm just kidding guys. ~cracking up~ Please no hate mail!

Simone Kelly is CEO and founder of Gots To Have It, Marketing, a firm that specializes in marketing and empowering entrepreneurs with a series of workshops and networking events. Please view her company web sites here: http://www.gotstohaveit.com and http://www.giventakenetwork.org

---

Budget Your Branding

It is very important to regularly monitor your advertising activities... Read More

Keeping Marketing Simple / Ten Simple Steps

1. Business CardsIt is very important to market yourself via... Read More

Four Essential Marketing Plan Components

Preparing a Marketing Plan for your product or service is... Read More

The Power Of A Story

If you want your marketing to be effective, you absolutely... Read More

How To Perfect Your Marketing Message!

When it comes to your marketing message, the little things... Read More

A Common - Yet Easily Avoidable - Marketing Mistake

December is a month in which many organizations make plans... Read More

Use The Neglected Weapons In Your Marketing Arsenal

Business marketers have a lot of weapons in their arsenals... Read More

Business to Business Direct Mail Sales Letters Need an Offer (and Heres Why)

In direct mail, the offer is the incentive or reward... Read More

Distinguish Your Business From The Competition

You followed time-honored online marketing techniques to the letter: you... Read More

Do You Really Need a Brochure?

The phone rings. Good news... it's a potential client. You... Read More

How to Promote your business website using free online resources.

There are many ways to promote your website for free... Read More

Is It Time To Revisit Your Marketing Strategy?

Small & Mid Sized Business owners, have you revisited your... Read More

Do You Have This Important Tool in Your Marketing Arsenal?

Many business owners do not understand the authenticity and validation... Read More

Meaning and Marketing - The Hurricane

I step outside my back door and look at some... Read More

15 Commandments Of Creating A Wealth Pulling Niche

Niches are like bathrooms; you never notice them until you... Read More

AIDA From A Different View - I Call It the 5 Ws

My childhood was my foundation for how I write and... Read More

Systems - Marketing Your Business Successfully

Business Systems that work for anyone, are a fundamental necessity... Read More

The M-Word (Marketing) Phase 2

Last month we looked at what you need to do... Read More

Using Business Cards as Invitations

Business card size works well for invitations to special events.What... Read More

Plant a Seed and Watch Your Business Grow

Do you have all the business you could possibly want... Read More

What IS the Difference Between Marketing and Sales?

There seems to be a never ending argument among marketing... Read More

Where to Find New Customers Using B2B Direct Mail

The challenge in business-to-business direct mail is knowing where to... Read More

How Well Do You Know Your Prospects? Find Out With This 10-Point Quiz

It's crucial to know your prospects if you want to... Read More

A Tool For Selling New Ideas!

Imagine tossing a pebble into a crystal clear pond on... Read More

Marketing Flat? Is It Your Plan or Your Vision?

60+ hour workweeks, cash flows that constantly keep you up... Read More

Winning At Business With Your Marketing Game Plan

Stuart from Colorado had talked to a number of marketing... Read More

The Most Powerful Marketing Weapon Ever Invented

It was probably first discovered out there in the caves... Read More

Whats In It For Me?

Sometimes, one of the most difficult things to teach beginning... Read More

Brochures that Generate Sales Leads (and How to Write Them)

One rule in direct mail is that your letter sells... Read More

Reach Thousands of Your Prospects, Absolutely Free

I'm big on getting maximum marketing exposure at the lowest... Read More

Customer Retention with a Personal Touch

Personal contact with customers is a crucial element in the... Read More

Make Your Marketing Solve a Problem

You may be engaged in a marketing activities that are... Read More

Mission Statement Impossible

Dant dant da da dant dant da da. Dant dant... Read More