NJ Advertising Consultant
I read this book two weeks ago and I wanted to write a review on it; good timing since AssociatedContent is paying for "Things we can't live without." Either I have come in contact with the greatest snow job in advertising history or the greatest book on how to market to women-I frankly do not know which I read!
It has been my feeling from having done market research and studies on why people buy and how to reach people, that women do not like to be reached in a different way then men do. They like to be treated equally and with compassion. Depending on how intelligent they are and how they respond to a sale person's queries, they should be given info in bits and pieces or in mouth fulls-just like anyone would who is making any purchase.
People in general like the same kinds of jokes, sports, cars and restaurants. They seem to be a bit more liberal when single and more conservative when married. The wealthy congregate and the poor do the same.
I do agree that during football, baseball and other "Rugged" sports, [watched at home], it is likely that men watch their tubes with a rugged independence and wish not to be interfered with other than being handed snacks and beer. Most women do not wish to participate in this male ritual. The same goes for men when they have Friday night poker.
Ms. Barletta's book wishes all readers and business people to accept her findings that include; women want more time then men to make a purchasing decision; perhaps days or weeks, regardless what they are buying. They wish to get all the manufacturers data on everything they are considering.
Next, Ms. Barletta feels women want to know if this is not only a good purchase, but if it is the perfect purchase and nothing else is considered. I find that approach to be illogical and time wasteful.
While it is true that the average man is concerned with what a thing will do for them, and they only want data when they ask for it [horse power, watts used, etc], women are supposed to want the data on how their purchase "Is the perfect item" and the salesperson should know this in advance by not asking the woman questions but instead, by listening to how the woman will use the thing -often shared in allegories.
She feels women are not price shoppers but are PERFECT solution shoppers. I challenge this. Women and men want the ideal combination of this and they don't want to research for months to make a decision unless the purchase equals a year's salary or more.
She feels women do not want to impress anyone with what they buy but instead, want to please everyone. I totally disagree with that; especially with wedding dresses!
In Ms. Barletta's approach, It seems that there is no way to "Provoke" a purchasing decision by women; that they are all capable of deciding on their own and they could take from days to months to make any decision at all. Bunk. Women are in as much of a rush as are males if not more so and doing lots of research is not what the women I have talked to spend time doing.
I wrote a nice letter with these challenges included in my letter written several weeks ago but I have not heard back from her. [I spent four weeks reading the book.]
I did gain a "Different" understanding of how one woman thinks women shop. I will gladly review my previous 30 years research and see if women have changed in how and why they buy.
If you are looking for New Jersey Marketing Companies than visit Purpose Advertising for more information.
You've probably heard it a thousand times. "Don't judge a book by its cover!" Yet we all do it. Judging someone else using non-verbal cues to determine another person's confidence, professionalism, honesty, attitude and success is part of human nature. And like people, similar cues are used by customers visiting your Web site to determine the quality of your products and services and professionalism of your business.
What Is Small Business Branding?
Marketing insiders often refer to the concept of self-presentment of the non-verbal, less-tangible, emotional attachments to your business as your brand image or brand. A little confused about the concept of branding? Think back to your freshman year in college. Students could be roughly categorized into a few groups: the athletes, the nerds, the fraternity and sorority members and the political activists. Each group of students had a different style of dress, attitude and mannerisms that quickly identified them as part of that group. The students created a brand image of themselves to associate with the social class they were a part of.
These same concepts apply to your small business marketing and can be used in online branding and Web site branding. Take advantage of Web site branding to build the image of your business you want customers to have. If you want to be viewed as high quality, low cost, ultra luxurious, or any other attributes, then visually "dress" your business to reach that goal. Define your business using online branding and Web site branding. When successful, you'll have developed a personal for your business, or brand image to be used throughout your small business marketing to create the customer's perception of your company.
The Benefits Of Online Branding And Web Site Branding?
Smart small business owners are learning how effective Web site branding is for prescreening potential customers, attracting new business and encouraging repeat purchases. A good looking web site builds trust in your business and helps in starting a relationship with potential customers. Considering the average visitor to your Web site will judge you on your professionalism, honesty, and the success of your business in just four seconds -- it's clear Web site branding is vital part of small business marketing and online branding.
Stinky Web Site Branding Can Ruin Your Business
A lot of small business owners just starting out have the mistaken belief Web site branding and online branding aren't important to their small business marketing. They falsely believe their business is too small or because their budget is tight, Web site branding doesn't matter. Wrong! It's all the more reason why you need to focus on Web site branding. Poor Web site branding can sink your ship faster than the Titanic. Sloppy Web site branding and online branding can destroy your reputation. No one wants to buy from a company whose Web site looks like it was designed by a retarded monkey.
Use Web Site Branding To Stand Out
Be different! It can be really difficult making the conscious decision to do things differently than your competition. Why fix what ain't broke? And if your small business marketing and Web site branding is too edgy, you run the risk of offending people. Some people won't like your online branding -- but the majority will! They'll see your business as new and unique, someone to stop and take notice of. And that is the key to creating successful Web site branding and online branding that produces memorable and engaging small business marketing.
Copyright 2009 Formulis, Inc. All rights reserved.
If you are looking for marketing agencies in New Jersey than visit Purpose Advertising for more information.
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