Enter To Win A Copy Of My New Book

The official release date for my new book is January 2nd.

Who’d like a FREE copy before then?

Unzipped: A Portable Guide To The Anatomy Of The Female Customer is a slim volume jam-packed with methods & tools never-before explored in persuading the female customer to do business with your brand.

It’s full of stories, case studies, easy-to-understand theories, and quizzes to help you understand not only how women are different from men, but how they’re different from each other.

It’s the perfect, portable guide for you, your sales team, and your staff.

When it’s released on January 2nd, you’ll be able to purchase the paperback on Amazon, as well as an e-book version for the Kindle, Nook, and iPad.

But for you?  Such a deal I’ve got.

You’re going to have to do a little work, though.

In the comments section below, write down one example of a marketing tool that you have used (or are thinking of using) to attract female customers.  Not sure?  Give me one that you’ve seen other businesses using that seem to be successful.

That’s it.  Let me know what’s working and what you (or another business) have tried.  The SIX best examples will receive a FREE copy of Unzipped, courtesy of yours truly.

The deadline for entry is midnight, Friday December 10th.

Show me what you’ve got, people!

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23 Responses to “Enter To Win A Copy Of My New Book”

Read below or add a comment...

  1. Angi Harper says:

    Well, since social media is what I seem to do nowadays, I’m going to say I use Twitter to relate to women one-on-one. Right this moment I’m having a conversation with a woman who wears hiking boots behind the cash register because they are comfortable. We think she and her boots need to do a little hiking in Wyoming, don’t you? I love that social media allows you to have private conversations…in front of three thousand of your closest friends. Done right, I think it is a great way to build trust and show that we’re people behind a message, not just glossy ads.

  2. Scotty Cox says:

    We did some crude/inexpensive market research. We sat down with 6 women who were heavy users of our radio morning show, and asked questions. We went through the list of contests, features & topics one at a time and just asked them what they thought.

    Some of our assumptions were right and some were wrong, but it was a learning experience for me and my partner. And for the listeners too I think.

    Probably not scientific enough to call it a “focus group”, but we felt it was very valuable.

  3. Michele, I’m excited to read your book.

    We just put together a marketing plan for a storage unit business.

    From our research we found that women make 85% of all decisions regarding storage units, and that they look for very particular things that most men wouldn’t even think of.

    So among other things, here were our recommendations to cater specifically to women:

    1. Install big-screen TVs in the office showing a live stream of all their security cameras, the idea being to make women 100% comfortable with their security.

    2. Ensure that their outside lighting doesn’t leave any dark spots so women won’t get scared at night. (Hope that’s not offensive, that understanding came from my wife, it wasn’t me being sexist.)

    3. Do a interior design makeover of their office to appeal to women — granite countertops (with fresh-baked cookies always), good colors and accessories, the works.

    4. Create a play area for kids while women are filling out the paperwork.

    5. Get a moving truck and hire a couple guys and offer to move people’s stuff from their homes into the storage units (women don’t have to bug their husbands to get it done 😉 ).

  4. Two things we have done specifically with our female customers in mind…

    1) We widened the aisles in our store. Paco Underhill, in his book “Why We Buy” talked about the “butt brush” where if a woman is bent over in an aisle and someone brushes against her backside, she will leave without purchasing. Widening our aisles solved this problem, made more room for strollers and made it easier for moms to keep grab-happy kids an arms-distance away from the products on the shelf.

    2) We decided to give free helium balloons to every child in the store. Being a toy store, we know how hard it is to get a child out empty-handed. So to make it more convenient for moms to stop and browse and/or let the kids play, we give them a built-in take-home item that costs them nothing, distracts the child away from playing, and keeps the tears of leaving to a minimum.

    We already had the couch and electric trains display for the wallet-carriers, so it was only fitting to start taking care of the moms. Next up, bottled water.

  5. Keating Willcox says:

    1. We keep everything clean.
    2. Monthly handwritten friendship letters.
    3. Very nice short videos on website
    4. Facebook support, lots of work supporting charities.

    I am a big fan of all Wizard of Ads work.

  6. Jason Worlledge says:

    I have been living in Poland for quite some time now and ave seen the market expand significantly with women customers and not a lot of consideration for their specific needs and wants. What my partners and I are trying to do is create a Polish language, free, web-based series of training programs to help managers and stores better meets the needs of their clients. We would like to expand this idea to include seminars and physical training programs. It has been done in other places, but developing markets present an unique opportunity to work with the the strongest emerging consumer.

  7. Nicole says:

    I’ve tried two methods – and honestly I am still waiting to determine of they really work! I believe I am still not really making impact at all with qualified female consumers. I have tried relationship development through in person conversation – offering them above all else an opportunity to know “who am I” first rather then “what I know”. It seems to me that rationale, value, and benefit speak is becoming mundane and majority of female consumers are already experts in plenty of ways.

    IE// I was serving up samples of a quality mid-range priced wine at a shop last week – and two young women (likely late twenties, really stylishly dressed, came in and the two women started selling each other on the wine – I didn’t have to do any of that myself. They knew all about the wine, its attributes – and one convinced the other to buy the product. They each walked away with two bottles a piece.) With me they wanted to chat about weather and clothes and how demanding their work/life schedules are becoming prior to Christmas.

    I’ve also tried visual tools too – sending personal email notes to females that I am to do business with in the form of photos about my life outside of the office and snippets about what I’m doing right now, IE// a book that I’m reading and enjoying.

    So while I think these ideas are merely “tricks of the trade”, I wonder if I am missing some deeper core methodology that will really break through.

    Word of mouth, fuzzy feel-good chats and emails, texting, twittering, facebooking, and blogging are all catalysts I think to something bigger that has to first resonate.

    I hope your new book addresses this, I look forward to reading it.

  8. john heaton says:

    My entry to get your book free: Knupper’s sent out a mailing to our good female customers stating that if they bring in a girl friend they both will get $10.00 off any purchase. No exclusions. It works. John

  9. Kat Gordon says:

    Congrats on the new book, Michele!

    Whenever practical/feasible, we help clients partner with a charity that aligns with their brand. Then we tell consumers about that affiliation. 67% of women will try a brand if it supports a cause and current customers will deepen their affinity for a brand knowing it is giving back to the community.

  10. I’m a woman, so it seems marketing to them should be easy – right? Wrong! As a woman in a male dominated world, we’ve learned marketing techniques from men mostly. Which means that unless those men are in tune with the buying habits of a woman, we are learning incorrect methods for engaging women in our marketing. It’s been difficult in my position as the people in a position of power where I work are men, and they don’t seem to understand. So it’s a constant battle. But what I believe works for women is to engage their emotions, make them a part of the conversation, and build relationships with them. When I talk about engaging their emotions, I’m talking about connecting with them on a personal level by identifying their pain as it relates to the type of product we sell. It takes asking questions and really digging to get to that real emotion. Then we address those pains by telling them how our product will help relieve their pain by addressing the product benefits, not the features. When we can make women feel like we “get” them, and understand where they’re coming from – they can relate to us. And often times a man won’t “get” that what a woman considers to be a benefit, isn’t what they would identify as a beneift themselves. When we understand what makes women unique, then we do a better job of communicating with them. We also engage our customers by asking them lots of questions, listening to them, and then by responding through product updates, new product, and personal response. This obviously takes time, but it’s well worth the loyalty in the end. If we can become a trusted advisor for our customers, then they will feel like we care about them and it’s not just about selling them something. We take the time to respond to them personally and relate to their unique needs. I work at a medium sized business and we have thousands of customers. But we find ways to make each and every customer feel special through the relationships we build with them. We actually travel and talk to them, we invite them to come see us, we engage them in social networking and ask them for opinions on new product.

  11. Sharman says:

    We are a paint and floor covering retailer. One of the ways that we’ve been thinking about marketing to women is at the doctors office. I recall that when I was expecting my first child, that the doctor’s office would give out a “care package” that included free samples and coupons for expectant mothers. Since one of the first things and expectant mother begins to think about is the baby’s room, it gives an excellent opportunity for us to include some information about our products and services that can help them in putting together the baby’s room, and coupons to help to get them through the door. In particular, we carry a 0 voc paint that is the only one manufactured that stays 0 voc even after tinting. An excellent product for mothers concerned about what they use around their families. Haven’t quite got all the details worked out yet, but definitely something that we’d like to put into action in the near future.

  12. Hi Michele,

    A quick story of an event that my wife created and I took care of the marketing for, The Thrift Style Fashion Show.

    The concept was built on what we noticed that women love to tell their friends about the “Great deals” they got.

    A couple years ago, my wife who has a life coaching business as TheSimplifiedLifeCoach.com decided to promote area Thrift and Consignment shops and spread the word on the bargains and deals available in the crumbling economy.

    She organized the event, 10 locally owned and operated stores paid to participate and tickets were sold, with all the proceeds going to a local womens half-way home. Over 500 attended, with 90% female for the hour long event the past two years and it created a buzz for all involved that generated newspaper, television and radio coverage each time.

  13. Jack Dillon says:

    Michelle,

    Being in the retail side of the golf industry, we always needed to increase sales of clubs, apparel, shoes etc. In our organization, we developed a Free instructional program for women who wanted to learn but were intimidated by the sport. We created an entire new approach which again was no charge to all women in the program. It was a huge success. It began in 2008 and is still very strong today. We sold more product than during previous years (and of course it has been all during the current recession.)

    Looking forward to reading the book.

  14. Stephanie says:

    I am a female marketer, I’ve used targeted Facebook and Google ads to promote a non-profit health care client, with really good results.

  15. Kiera says:

    My clientele are predominantly female, and mothers so most of my marketing strategies are targeted to them.

    I use video emails as one strategy, so I’m directly engaging my audience. I position myself as down to earth and approachable – so the coaching methods I’m offering my Mother audience are realistic and achieveable.

    The other method that I find works really well for my business is to do public speaking events. I find that my clients buy my products for the energy and passion that I inject into them – i.e. they are buying “me”

    Because I am a mother myself, running a full time professional business, I am living walking proof of what I teach, and this is a big selling point for my clients.

  16. Joe says:

    Either this is a mistake or Macy’s is brilliant.

    When out shopping last week I noticed they have all their stock racks in the clothing department so damn close together no self-respecting man is going to walk between them for fear of knocking them down and then being subjected to a public calling out by the missus.

    I call it the “For Women Only” section.

  17. Laura Bennett from Embrace Pet Insurance tried three times but my blog wouldn’t let her add her comment (bad blog!). Here it is:

    We give women all the information they want in our information-intensive website. There’s not much you wouldn’t know about pet insurance after going through our site. Men tend to just buy; women research to the nth degree to feel very comfortable with the product.

    We also talk to everyone we interact with (through email, twitter, blog, phone, facebook, and so on) with a very personal but professional tone. No passive tense, no empty words, no insurance speak, so that pet parents feel they have a relationship with every Embracer they talk with. Open and honest, professional and personable. It seems to work.

  18. Dave Young says:

    Does AXE bodywash count as a marketing tool? 😉

  19. Hi Michele! So excited about your new book. After seeing you in person at the Wizard Academy and then reading your first book Soccer Mom Myth, it’s evident the passion you have for the female consumer.
    Certainly I learned a ton from you. One thing I like to explain to clients is that 90% of all purchases are INFLUENCED by the female customer. So how are you reaching them effectively. And just cause you make it pink and fluffy doesn’t mean you are reaching them. I encourage my clients to think about what the customers PAIN is and how we can tap into that emotion with the messages. Then the client will come to the rescue. This has worked wonders! I have one client who is having their best year ever because we adjusted their messages to the heart of the female customer. The opening line of one of the commercials is “Banana Hammock!” It really catches your attention.

    We are all very blessed to have you and your insight in the world and I hope to learn even more to make more of my clients even more successful.

    Best of luck and let me know where your books can be purchased so I can pass it along!
    Love and Hugs from Frosty Edmonton Alberta Canada!
    KD

  20. P.S. I missed your deadline, but work has been a bit insane prior to christmas. Hoping I still get IN on the draw for a book! :)

  21. Renee Malove says:

    I market with several companies, and here’s what we’ve found works best with our female customers:

    1) Personal contact. Regular emails, phone calls and handwritten letters to find out how things are going, answer questions, etc.

    2) Follow up. Oddly enough, more of my female customers hesitate to let me know when there’s a problem.

    3) Don’t give away luxuries as promos. Use practical yet fun gifts, such as a book by marketing guru Sally Hogshead or tickets to a weekend retreat for businesswomen.

  22. Coleen Sosa says:

    I am a female marketer, I’ve used targeted Facebook and Google ads to promote a non-profit health care client, with really good results.

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