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Marketing to Married Women

Married women’s ages can run from 18 to 80, or more. The central thing that separates them from single women is that they will usually shop for other people in their household, such as a spouse and one or more children. Not every married woman has children, of course. Those that are married may not wish to have them, or make a conscious decision to put off having them until they are financially stable and at a good place in their chosen career.

Those who do have children will sometimes stay at home for at least a few years after their child/ren are born, in order to spend quality time with them and be assured of their child getting good day care. Sooner or later, however, they will re-enter the workplace, and their shopping will once again shift from mommy mode to the woman who wants to have it all - kids, career, great marriage, and more.

For that reason, marketing to married women is very much a case of appealing to their head first, then their heart. Almost all of the products a married woman buys are designed to not only improve her life, but the lives of those she is living with, or shopping for.

Targeting Married Women

Some married women have older parents to care for as well as young children in the home, sandwiching them between a lot of different, constantly competing demands. Anything you can do to make this woman’s life easier and still allow her to be sexy and glamorous will be a step in the right direction.

Even if they do not actually take out the credit card and click, women heavily influence all family purchasing decisions - up to 85% of all purchases, in fact. Even items traditionally seen as masculine purchases are impacted by women in a couple of ways.

The first is that women tend to take a 360-degree view of the purchase. What will it be like to own that car? Is that really the best computer for all of the family’s needs? What’s the best family plan available from each mobile carrier? They will research at the manufacturers’ sites, but will also look at social sites for recommendations and real users who can give them hands-on advice based on their own experiences using that product.

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The best way to get a review copy is to contact the product owner and let them know what you want to do. Tell them how much traffic you have, or how many list subscribers. Tell them you want to do a review of the product before launch as part of your pre-selling strategy.

Some product owners won’t do this if they don’t know you, but many will. If you can get a review copy before launch, your review will be a great way to drum up hype before the launch.

Not only that, but you can get search engine traffic to your review, as well, if you post it on your blog. That way, as soon as people start hearing about the product and they search for information, you have an opportunity to get them onto your list.

Hype Emails

It’s important to start developing hype for the product before launch, and the best way to do this is to start mailing your list about it. If you don’t already have one, building it while promoting a launch is perfect. You can create a short report or video that goes along with the product and give that away free to start building your list. Once users are on your list, you can start promoting the launch by building hype.

A good way to build hype before launch is to start posting teasers about the product. (You’ll want to get the product owner’s permission to do this, of course. He or she may want to see what you post before you post it.) Teasers are either excerpts from the actual content, or previews about the type of content included.

They don’t always have to include actual content. Sometimes just telling people some of the things they will learn, or perhaps some of the results of beta testers, is enough.

Let’s say the internet marketing product you want to promote had 50 beta testers, and 13 out of the 50 made over $50,000, and 45 out of the 50 made at least $5000. Those are great results! This is the kind of information people want to hear—actual results.

Sometimes there won’t be beta testers, and there won’t be any kind of proof from users before launch. In that case, you can publish (with permission) actually excerpts from the product, or the results the product creator had that led him or her to develop the product.

The more you build hype before launch, the more sales you’re like to get once the product officially goes on sale