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

---

10 Essential Criteria For Choosing Your Target Market

A specific group of people you will focus on selling... Read More

New Years Planning Critical Success Factors

New Year's is a good time for strategic planning or... Read More

Top 10 Benefits of Hiring a Marketing Writer to Write Your Marketing Materials

1. It costs less to delegate to a professional than... Read More

What is a Marketing Plan Anyway?

Building a business that grows steadily in size and profits... Read More

Direct Marketing: Overlooked, Underappreciated, and Unstoppable

Every business needs customers, but more importantly every business needs... Read More

Trade Show Display Booth ? A Marvelous Contact System

Trade show booths are one of the best direct contact... Read More

Comprehensive Marketing Details Not Found in Beginner Books

If this is the first marketing article you are reading,... Read More

The Great Direct Marketing Conundrum

Many a home business owner has spent sleepless nights thinking... Read More

Your Elevator Speech ? Have You Updated Yours Recently?

Do you have an elevator speech? Does it get people's... Read More

If My Work is Good Enough

"If My Work is Good Enough, I Shouldn't Have to... Read More

Word of Mouth Marketing

'Word of Mouth' is still one of the most effectivemarketing... Read More

How to Avoid Giving Away Free Consulting

After spending 30 minutes in a coffee shop with a... Read More

Specialized Mailing Lists Make All the Difference

If there is one thing I can't say enough it... Read More

Why Great Companies Survey: Martian Logic!

If an alien civilization from Mars was planning a friendly... Read More

Attracting Clients With Ease

Whether you are already running your own business, or still... Read More

How to Set Up & Organize Your Customer Mailing List For Optimum Results

Your list of customers who have previously bought from you... Read More

Wise Man Marketing

It's a sunny morning and you're sitting in your office.... Read More

Getting Into Marketing Momentum ... The Accelerated Way

GETTING INTO MARKETING MOMENTUM: The 5 Power Principles for Getting... Read More

Avoid the Duds: 10 Strategies for Selecting The Perfect Speaker

Today, more than ever, the success of meetings relies heavily... Read More

Meaning and Marketing -- The Links

You know who you are and what you want and... Read More

Niche with Passion and Reap Your Financial Rewards

One of the keys to creating a successful business is... Read More

Free or Not Free ? That is the Question

You may be in business for yourself or as a... Read More

Marketing On The Cheap: Join The What?

Your local Chamber of Commerce.Now before you stop reading, I... Read More

Image is Key to Your Marketing Success

In virtually any business first impressions are lasting impressions. Most... Read More

Direct Mail Still Works!

Direct Mail CampaignsDespite the proliferation of communication facilitators--mobile phones, faxes,... Read More