𝗧𝗵𝗲 𝗠𝗶𝗸𝗲 𝗣𝗮𝘃𝗹𝗶𝘀𝗵 𝗖𝗼𝗽𝘆𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗞𝗲𝘆𝘀 𝗳𝗼𝗿 𝗦𝗲𝗹𝗹𝗶𝗻𝗴 𝗧𝗼 𝗪𝗼𝗺𝗲𝗻

Women and men respond VERY DIFFERENTLY to words, phrases, benefits, tone, personality and claims.

If your copywriting is written by someone who doesn’t know these differences, or doesn’t have many years of experience with these, or if you are using “one size fits all copy”…

… it is COSTING YOU A LOT OF MISSED SALES NOW from women buyers.

What are these differences?

Below you will find 12 copywriting tips for selling a lot more to women buyers. ​

These tips are based on my 32 years of writing direct response copy to women. ​

I’ve written over 400 long form sales letters and VSLs to women

selling every type of health, diet, fitness and beauty product and service you can imagine with over $725 Million in sales.

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Let’s dive in.

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First of all, men are much easier to sell to than women. ​ Men make more impulsive purchases, take more unproven risks, and buy for simpler reasons. ​ ​

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Women are far more complex in their buying behavior.

𝗪𝗼𝗺𝗲𝗻 𝗯𝘂𝘆 𝗳𝗼𝗿 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗿𝗲𝗮𝘀𝗼𝗻𝘀, 𝗮𝗿𝗲 𝗺𝗼𝗿𝗲 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝗳𝘂𝗹, 𝗺𝗼𝗿𝗲 𝗶𝗻𝗰𝗹𝘂𝘀𝗶𝘃𝗲, 𝗺𝗼𝗿𝗲 𝗿𝗶𝘀𝗸 𝗮𝘃𝗲𝗿𝘀𝗲, 𝗮𝗻𝗱 𝗿𝗲𝗾𝘂𝗶𝗿𝗲 𝗺𝗼𝗿𝗲 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲𝘆 𝘄𝗶𝗹𝗹 𝗯𝘂𝘆.

This intelligence and complexity makes selling to women harder than selling to men.

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And you MUST sell effectively to women. ​

They drive more than 75% of all consumer purchasing decisions. They also often have “veto power” on larger purchases their partners make.

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So how do you attract women like bees to a honeypot, keep them interested, and get them to buy now?

𝗛𝗼𝘄 𝘄𝗶𝗹𝗹 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁/𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗺𝗮𝗸𝗲 𝗵𝗲𝗿 𝗺𝗼𝗿𝗲 𝘀𝗲𝗰𝘂𝗿𝗲?

Whether you agree with the nature or nurture side, the bottom line is this: women crave security.

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“Security” can be practical (reassuring her of all the benefits), social (that she’ll be part of a larger community that has her back), monetary (that she’ll get a good return on her investment), or internal (more self-esteem).

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To this last point, consider the successful L’Oréal hair color ads that ran for decades with the slogan ​ “L’Oréal, because you’re worth it.”

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The more secure your copywriting makes her feel, the more you will win her over.

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𝗨𝘀𝗲 𝗮 𝗻𝗼𝗻-𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝘁𝗼𝗻𝗲.

Women are like human lie detectors. They know when they’re being sold to. So your copy has to be conversational and build a lot of rapport before diving into the pitch.

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Think of the tone two female friends use when sharing a bottle of wine, gossiping, “spilling the tea,” or giving advice to one another. This is the same tone you want to use throughout your copy.

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𝗠𝗼𝗿𝗲 𝗳𝗲𝗺𝗶𝗻𝗶𝗻𝗲 𝗮𝗻𝗱 𝗹𝗲𝘀𝘀 𝗺𝗮𝘀𝗰𝘂𝗹𝗶𝗻𝗲 𝘄𝗼𝗿𝗱𝗶𝗻𝗴.

Much of the DR space is dominated by male copywriters, or female copywriters who learn from and imitate male copywriters.

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So even if you observe a lot of sales copy with masculine language… words like “defeat,” “smash,” “crush”… understand that a lot of this language is used because not all copywriters know how to write for female audiences.

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You can soften the language in your sales copy to convert more women. For instance, if you have a weight loss product or service, use the phrase, “lose weight” instead of “murder fat cells.”

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Other words like, “relieve,” “ease,” and “get rid of” will generally sell more than masculine phrases when selling to women.

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𝗠𝗼𝗿𝗲 𝗰𝗼𝗽𝘆 𝗮𝗻𝗱 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀.

Studies show that women speak an average of 20,000 words per day… while men speak only 7,000 words a day.

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So first, don’t be afraid to use long copy. ​ Long copy will almost always convert much higher than short copy if it is done right. This is one of the oldest and truest rules in direct response marketing.

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Second, ​ increase your touchpoints with female audiences. Don’t rely solely on your landing page to make sales. Send frequent emails and have a presence on Youtube, Instagram, and wherever else your best prospects spend time.

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This not only gives your female prospects the opportunity to get to know you, but also to comment on your content and share their own input, making them feel heard.

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𝗦𝗵𝗲 𝘄𝗮𝗻𝘁𝘀 𝗮 𝗺𝗼𝗿𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗯𝗼𝗻𝗱 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝘀𝗲𝗹𝗹𝗲𝗿.

Women are social beings. They crave community and connection. So in order for her to buy from you, you’ll really need to dial in the know, like, and trust factor.

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If you help her bond with your brand through a spokesperson, guru, or celebrity, she’ll feel more comfortable making a purchase.

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𝗛𝗼𝘄 𝘄𝗶𝗹𝗹 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁/𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗮𝗹𝘀𝗼 𝗮𝗳𝗳𝗲𝗰𝘁 𝗵𝗲𝗿 𝗳𝗮𝗺𝗶𝗹𝘆 𝗮𝗻𝗱 𝗳𝗿𝗶𝗲𝗻𝗱𝘀?

Women are nurturers, and as such, they consider others around them when making buying decisions (sometimes to their own detriment).

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So remember that you’re NOT just selling features and benefits to her… you’re ;ALSO selling her on how these features and benefits will affect HER spouse, children, friends, and co-workers.

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For example, if you have a fitness product, write about how her transformation will give her more energy to keep up with her kids & make her more desirable to her spouse.

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If your product will help her have less pain, talk about how this will improve her relationships with her partner, friends, coworkers, and kids/grandkids.

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Point being, if she can see a positive impact on herself and on others around her, she’ll feel less selfish and more confident making a purchase.

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𝗦𝗵𝗮𝗿𝗲 𝗿𝗲𝗹𝗮𝘁𝗮𝗯𝗹𝗲 𝘀𝘁𝗼𝗿𝗶𝗲𝘀 𝗳𝗿𝗼𝗺 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗳𝗲𝗺𝗮𝗹𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀.

Women are more skeptical than men, and they’re more cautious when making a purchase. So be sure to add lots of testimonials or social proof from “everyday women.”

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Think about buyer objections when sharing these stories, too. For example, showcase your customers who thought they were too busy, didn’t think they had enough time or money to invest, tried other solutions in the past and nothing worked, and so on.

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Pro tip: include pictures of real customers when sharing their stories to increase trust among female buyers.

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𝗗𝗼𝗻’𝘁 𝗵𝗼𝗹𝗱 𝗯𝗮𝗰𝗸 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀.

Women may buy on emotion, but they justify with practical logic.

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Therefore, you should talk about all the practical benefits of your product or service, to tilt the scales heavily in your favor.

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Is your product or service easier to use than your competitor’s? ​ Is it more convenient for her busy lifestyle? ​ Can she fit it in around work and motherhood? ​ Does it save her time? ​ Save her money? ​ Make her more productive? ​

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Really paint the picture for her. If she can see how practical your solution is and how perfectly it fits into her lifestyle, it will be a no-brainer for her to buy from you.

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𝗣𝗿𝗼𝗼𝗳 𝗼𝗳 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗱𝗲𝗮𝗹.

Women really love a good sale. ​ They don’t want to overpay. ​ As the seller, you should either have a sale going, or assure her she won’t find a lower price anywhere else at any time.

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You can also use value stacking in your sales copy. ​ Show her how your product or service will save her money on other purchases, or otherwise assure her she won’t find a better deal anywhere else.

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Pro tip: upsells that highlight any savings she’ll get by purchasing more at checkout work really well on female buyers.

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𝗨𝘀𝗲 𝗺𝗼𝗿𝗲 𝗳𝗲𝗺𝗶𝗻𝗶𝗻𝗲 𝗰𝗼𝗹𝗼𝗿𝘀.

Women can be turned off by stark, dominant colors like bright reds and blues.

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Lighter colors like yellow, orange, and pink are good alternatives, but so are softer versions of the more dominant colors. For instance, if you do use reds, blues, and other stark colors in your design, consider softening them or fading the color down a bit so it’s not so bold.

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𝗚𝗿𝗮𝗽𝗵𝗶𝗰𝘀 𝗮𝗻𝗱 𝗶𝗺𝗮𝗴𝗲𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗰𝗵𝗼𝘀𝗲𝗻 𝘄𝗶𝘁𝗵 𝗶𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻.

Men and women are both influenced by visuals, but women need more trust that the promise you’re making is realistic for them.

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Include images that 1) show realistic results (e.g., before and afters of “average, everyday women”), and 2) show the face of the brand in a relatable way (e.g., images of the spokeswoman with her children).

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And if your brand has a community aspect, definitely include images that illustrate what it’s like to be part of your community.

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𝗨𝘀𝗲 𝗮 𝘀𝘁𝗿𝗼𝗻𝗴𝗲𝗿 𝗺𝗼𝗻𝗲𝘆𝗯𝗮𝗰𝗸 𝗴𝘂𝗮𝗿𝗮𝗻𝘁𝗲𝗲.

Remember, women are more risk averse than men, they consider more than just themselves when making purchases, and they think through all the scenarios that might occur post-purchase. ​ I’ve seen stronger guarantees increase conversion rates substantially.

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Those are the 12 copywriting tips to sell a lot more to women.

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But these proven tips just scratch the surface.