My New Year's Goals

I was glad to adopt one of my New Years Goals taken from a website that recommended: “eat breakfast like a king, dinner like a beggar.” I interpreted that to mean eat a small dinner, but not necessarily out of a trashcan with a glass of cooking sherry.

Anyway, this morning I followed the breakfast advice with a friend. Somewhere between his first and second egg, he mentioned that his college-aged daughter needed to curb her spending. Turns out, that even with a good allowance, she was over-spending on clothes.

“It’s unbelievable” he said, mopping his wheat toast across the plate, “she has many clothes in her closet, with tags still on them, unworn.” He shook his head. I added a comment or two, since I too have a daughter who believes designer clothes are near the top of the "Needs Pyramid”, just above oxygen.

We determined that women have some ancient biological compulsion for new clothes, different hair, and small shiny objects.

We admitted that we’d not changed our basic “look” for about 20 years. Same hair, shirt style, and jean brand. Simultaneously, we announced our “jean size” as clearly printed on the tag. I can’t imagine a lady proudly displaying her clothing size on the outside of the garment. I mean, even the “full figured dudes” don’t mind showing a 48 inch waist. By the way, all women will tell you they’re size 6, as if that means something.

This slight difference between men and women yields a significant marketing technique.

It may also ruin my marriage, so please don’t tell my wife.

If you look back at couples’ photographs, you’ll see the man has scarcely changed, except that job stress has caused his hair to shoot out of his head. The lady will have had 21 different hair styles (and maybe colors) since the photo was taken.

She may exclaim, “Oh, dear, I remember that blouse! That was ‘the style’ back then!” The man is incredulous because he’s wearing the same clothes in the picture, and potentially the same underwear.

I buy my dress clothes from a place that touts, “Quality clothing that never goes out of style.” If a ladies shop even uttered this phrase in a hushed tone, they would go out of business by sunset and mobs of angry but fashionable ladies would burn the place to the ground. I’m telling you, we’re a different species.

And this difference should reflect your biggest marketing shift for 2011. Big Question:

Who’s really doing the buying from you? Statistics say that 91% of in-home purchases (products and services) under $1,000 are transacted by the female. (Not ‘paying’, but ‘transacted’.) This drops to 69% for up to $2,500. After this, the man “acts” like his input is valued (a charade orchestrated by women since Eve and that whole apple fiasco) and ‘major’ purchases at $5,000 and higher climbs to roughly 50/50.

So, if the stylish, approval-conscious, thank-you note writing, sweet-salad eating, thoughtful one is doing nearly all the buying in your service range, who is your primary marketing target? Stay with me here…

Look at your ads. Is your message about “family comfort” or “cheap service”? Let me tell you, she may be a hard shopper, but she’s not cheaping out on clothes or her family. It’s insulting to put a “cheap” tag on her home and her values. Got it? Then drop it.

If your reason to advertise “Lowest prices in town” is just to get calls, don’t complain to me if you get a bunch of price shoppers. You basically begged ‘em to call.

Look at your landing pages. Does your website attempt to pound visitors with hard logic? Or befriend them with helpful advice? Does it use technical jargon, or display benefits that mean something?

Look at your newsletter. Are you talking about the greatness of your company and its glorious history? Save that for the company picnic. Tell buyers why that matters to them. No one likes a braggart, but everyone likes a problem-solver.

Look at the images in your marketing. Do you display a lot of trucks and tools? Great. Show that to the guys in the warehouse, they’ll love it. But unless they’re your buyers, get it gone.

Let this year be the year you shift your message to fit your true buyer.

1.Attract with emotions
2.Convert with helpful authority
3.Retain with friendly efficiency

Do this and you’ll have enough new business to make this your best year ever. Maybe spring for a new wardrobe. Nah. Buy her something instead. You’ll come out even farther ahead.