Those darned male chauvinists. It seems you never can get rid of them. Here’s what I mean.
For the past few months, I’ve been working a lot with one client. They sell pain relief, in the form of shoe insoles and neck traction devices and back braces that straighten you up after years of slouchy posture.
Anyways, I’ve been writing most of this client’s copy lately. Which typically includes a front-end video ad, which runs on Facebook, followed by an advertorial.
These ads and advertorials are often written in a first-person, let-me-tell-you-what-I-found style. And depending on who the product is most likely to appeal to, sometimes that first-person is a woman, sometimes a man.
Or rather, I should say, sometimes it used to be a woman. Because today, I got some sexy feedback on this topic from the client:
“It seems men won’t purchase something on the recommendation of a woman’s review, but the opposite is less the case (women still heavily purchased the insoles from the male review). I think for the future it would be good to stick with things from the male perspective – but still write with both men and women in mind so we can go as broad as we can with these things.”
After reading this, all I can say is, I’m glad I work in direct response marketing.
Not because I encourage male chauvinism. Or because I have an interest in suppressing female-narrated advertorials.
But because direct response caters to the world as it is, rather than the way the dogma-of-the-day wants it to be.
Which means a lot less hand-wringing and head-shaking. And a lot more profitable sales.
Anyways, I’m sure that the conclusion above — women listen to men but not the other way around — doesn’t apply to all markets and all marketing situations.
But it is an interesting insight to keep in mind.
Now on a completely unrelated and unchauvinist note:
I’m wrapping up my book on how to succeed as a sales copywriter on Upwork.
When I’m done with this little piggy, I’ll put it up on Amazon.
If you want to get notified when that happens so you can grab your own copy (I’ve even heard rumors of a free promo period), then sign up below and I’ll send you an email once it’s out: