Word of mouth and Women from authors of The Soccer Mom Myth
Michele Miller and Holly Buchanan are the authors of the new book "The Soccer Mom Myth: Today's Female Consumer: Who She Really Is, W... Based on extensive research and work with businesses and corporations around the globe, Michele and Holly show why marketing to women has gone mainstream and is here to stay; the physical, environmental, and psychological factors that play a critical part in how and why she buys; and the importance of four different types of female consumers. Here, Michele and Holly share five tips for understanding word of mouth and women.
Do women and men differ in they way make recommendations or share information?
Women are three times more likely to share personal stories with a friend than men. Ask any woman how she found her hairdresser, doctor, or favorite wine, and she is likely to tell you that it was from a friend. Women are natural word of mouth spreaders. They are wired that way – with four times as many connections between the left and right hemispheres of the brain, women tap deeply into that area that is responsible for bonding and connecting with others.
What can you do to make increase women’s word of mouth?
Here’s the wrong way to do it: “Sign up three friends and we’ll give you a 15% discount.” This feels like you are asking her to sell out her friends. Instead, change the offer to “You and every one of your friends who signs up will get a 15% discount.” Now she has special access to a discount that she can pass along to friends. You’ve made her the hero. She can offer value to her trusted network. She has just increased her trust and standing.
What about asking women for referrals; good idea, or bad idea?
This is tricky. Because women are such great referrers, it seems logical. If you are doing business with her, and she values your relationship, it may seem perfectly acceptable to ask her for a list of friends who might benefit from your services. But that may not be a good idea, even if she thinks you’re the best thing since Starbuck’s drive-thru. She is the gatekeeper of her relationships. She’s not being stingy, she’s being protective. A better idea might be to give her a few of your business cards and say, “if you know of anyone who might benefit from my service, feel free to give them my card.”
If women talk more than men, how do we avoid bad word of mouth from them?
The “duh” answer is, meet or exceed expectations. The other answer is, communicate clearly and often. If something goes wrong, explain to her exactly why, then do your best to make amends. Basic, fundamental communication can go very far to deflect bad word of mouth.
How can you delight women?
Give her the personal touch. It does not have to be fancy or extravagant (though that’s always appreciated). A personal thank you note mailed the old-fashioned way may be enough to get her attention and touch her heart. Remember her kids’ names, and even more importantly, the names of her pets. Give her a gift she can pass along to family members. A financial advisor for my friend Holly knows Holly has two dogs. Every visit, he sends Holly home with two dog biscuits. He even knows their favorite – Snausages. Holly likes his work but what really endears him to her are the Snausages. It’s a personal touch that makes life better for those she loves.
Interested in a free copy of the book? Add a comment expressing your interest to this forum post. Deadline for the book giveaway is Friday May 16 at 5 pm CDT. We'll give 5 copies away (to be drawn randomly).
Want to read some of the book right now? A free chapter is attached as a PDF to this forum post.
Do women and men differ in they way make recommendations or share information?
Women are three times more likely to share personal stories with a friend than men. Ask any woman how she found her hairdresser, doctor, or favorite wine, and she is likely to tell you that it was from a friend. Women are natural word of mouth spreaders. They are wired that way – with four times as many connections between the left and right hemispheres of the brain, women tap deeply into that area that is responsible for bonding and connecting with others.
What can you do to make increase women’s word of mouth?
Here’s the wrong way to do it: “Sign up three friends and we’ll give you a 15% discount.” This feels like you are asking her to sell out her friends. Instead, change the offer to “You and every one of your friends who signs up will get a 15% discount.” Now she has special access to a discount that she can pass along to friends. You’ve made her the hero. She can offer value to her trusted network. She has just increased her trust and standing.
What about asking women for referrals; good idea, or bad idea?
This is tricky. Because women are such great referrers, it seems logical. If you are doing business with her, and she values your relationship, it may seem perfectly acceptable to ask her for a list of friends who might benefit from your services. But that may not be a good idea, even if she thinks you’re the best thing since Starbuck’s drive-thru. She is the gatekeeper of her relationships. She’s not being stingy, she’s being protective. A better idea might be to give her a few of your business cards and say, “if you know of anyone who might benefit from my service, feel free to give them my card.”
If women talk more than men, how do we avoid bad word of mouth from them?
The “duh” answer is, meet or exceed expectations. The other answer is, communicate clearly and often. If something goes wrong, explain to her exactly why, then do your best to make amends. Basic, fundamental communication can go very far to deflect bad word of mouth.
How can you delight women?
Give her the personal touch. It does not have to be fancy or extravagant (though that’s always appreciated). A personal thank you note mailed the old-fashioned way may be enough to get her attention and touch her heart. Remember her kids’ names, and even more importantly, the names of her pets. Give her a gift she can pass along to family members. A financial advisor for my friend Holly knows Holly has two dogs. Every visit, he sends Holly home with two dog biscuits. He even knows their favorite – Snausages. Holly likes his work but what really endears him to her are the Snausages. It’s a personal touch that makes life better for those she loves.
Interested in a free copy of the book? Add a comment expressing your interest to this forum post. Deadline for the book giveaway is Friday May 16 at 5 pm CDT. We'll give 5 copies away (to be drawn randomly).
Want to read some of the book right now? A free chapter is attached as a PDF to this forum post.
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Soccer Mom Myth.pdf, 416 KB
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Replies to This Discussion
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Permalink Reply by Jo on -
This is fantastic information. I joined SWOM on the weekend, because in my business Cosmetic Medicine (in Australia), it is 99% about women and word of mouth. Being a new business we are just starting to get the word of mouth referral and have been looking at ways to encourage this, so it becomes an extra- organic part of our growth. (I actually just made that term up so forgive my marketing descriptives) We have introduced a refer a friend program recently, where we are trying to really delight our clients if they refer a friend (giving them a free treatment value ranging from $35-$120) their choice. It is about trying to create some buzz, however in reality the treatment we give away is much less than we might spend in advertising to attract a new client and we are truely grateful when one of our lovely women recommends us to a friend, so we are genuine in our offer. We will see how this goes. Really interesting to read this post...and a definite read book for me.
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Permalink Reply by Joe Barnes on -
Great post Jackie.....I have long believed in the power of word of mouth and what you preach. Now the evidence about the power of women and "the soccer mom myth." It's time people listen -- especially men -- and unplug their ears. Here at Pacific Science Center in Seattle we are launching a formal word of mouth evangelist program and I can tell you the first group we will recruit will be women. To me they are THE most powerful segment we must reach, respect, and communicate with.
Joe
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Permalink Reply by Michele Miller on -
Hi Jo,
Thanks for the comment - you're definitely on the right track when it comes to marketing to women, especially in the cosmetic medicine industry. I'd be curious what would happen if you were to give two free treatment certificates to your best customers - one for them, and one for a friend. Everyone would win, and you'd have the opportunity to show your stuff to a new potential customer!
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Permalink Reply by Jo on
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Hi Michelle, Thanks for this, it is a really brilliant idea , yes it is a win, win, win. Jo
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Permalink Reply by Lyn Christian on -
Incredible research. It sounds much like something Jackie and Ben would provide as a "great read." Finally someone decided to print what they know on this topic. I coach entrepreneurial business owners. They have to know how to market to women in order to survive. Thanks for offering up your knowledge.
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Permalink Reply by Michele Miller on
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Thanks for commenting, Lyn. Holly and I had a great deal of fun writing the book, yet we still take our passion very seriously. Hope the book will offer some insights for your clients - women are definitely the majority market for today!
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Permalink Reply by Todd on -
Great post. Those of us who are men need to be constantly reminded that marketing to women often requires a different approach than we might be used to. I look forward to reading the book.
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Permalink Reply by Michele Miller on
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Thanks, Todd! I bet some of the insights in the book will surprise you...and some will validate that thinking you've had all along. Once you get your arms around the different approach, it can transform the way you do business every day.
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Permalink Reply by H. Dean Hua on
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Michelle- Regarding the subject of asking women for referrals, I'm not so sure if it's really effective to just meekly tell the woman that if they ever think of someone, that we "hope" they'll refer them to us. I speak from a sales perspective here. I used to work in sales and still do as a business owner now, and I can't recall a time when a woman was offended if I asked directly. Though, I will say that women can be giving when it comes to referring :)
Curious to know how much of your book covers the new realm of social media and how much women are playing a role in that (ie; blogs, twitter, etc....)
Dean
Sachi Studio
Web design and Social Media Strategies
"Leverage The Web. Effectively."
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Permalink Reply by SkinCareGirl on -
OK, I must say I got ahead of myself. I read the info and replied without reading the comments made by the other members. My bad!
Hi Dean:) You make a good point.
Personally, if I have built a solid relationship with my female client, she trusts me and freely gives me referrals.
Now, if I've just met her for the first time it may not be as easy. In the past I've heard "I really don't know anyone to refer." That's when I "coach" my new client and give her suggests on who she could refer.
Leslie
Celebrate Your Beaty
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Permalink Reply by Michele Miller on
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Excellent points, Leslie. Coaching is good... but remember that timing is critical. I'm sure you would never do this, but many businesses fall into the trap of asking for referrals too early in the relationship. BIG turn-off.
Sounds like you're doing it right - giving your clients such a great experience that they become automatic evangelists. Way to go!
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Permalink Reply by Michele Miller on
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Hi Dean - great comment and question! You're absolutely right - the land of marketing to women was never intended for the meek. :-) Being forthright, genuine and authentic works like a dream every time. I would imagine you give your clients such a great experience that they never hesitate to offer referrals... unfortunately, some businesses are ONLY out for referrals, which often makes women feel "used." It's all about giving your customer such a terrific experience, you may never have to ASK for referrals... she'll do it all on her own.
The book does touch on deeper word-of-mouth and gets into blogs, but when the book went to press we hadn't yet broken the threshold of social media phenoms like Twitter, etc. That's exactly what I'm working on right now, in my next book. Stay tuned!
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