Top 5 copywriting strategies for marketing to women
Generally, we are an enlightened society that accepts women and men as equals. Being equal, though, is not being the same. When it comes to marketing, understanding—and more importantly, deploying this understanding—is the difference between failure and success. In a recent article in Forbes, Bridget Brennan—CEO of Female Factor, which “helps you increase sales and market share with the world’s most powerful consumers”—discusses copywriting strategies for marketing to women. In this article, Business Review USA condenses Brennan’s insights into the top five copywriting strategies for marketing to ladies.
1. Start a conversation
“Engage women in conversations on topics with which you’d like your brand to be associated. Pose questions or thought-starters that encourage their input and help foster a connection. Bonus: this tactic has the potential to provide valuable customer insights,” says Brennan.
2. Provide helpful tips and checklists
“These are perennial favorites, especially when they’re useful and shareable. Even when writing a long-form article, ask yourself, ‘What are the three most important things my customer needs to know about this?’ It will help you keep the focus tight, and the copy length in check,” advises Brennan
3. Focus on milestones and life stages more than age alone
“In a world where ‘60 is the new 40,’ life stages and milestones are typically a more relevant way to connect with women than age alone. Whether it’s a first job or first retirement account, a new home or new city, find ways to tie your product or service to the life stages and milestones your customers are going through,” asserts Brennan.
4. Give the back story or go behind the scenes
“Personalize your brand or company by featuring the people and interesting processes within it – not just the executive team, but people at every level who make things happen every day. This can help drive a personal connection to the business,” states Brennan.
5. Read what women are reading
“From books to websites to well-loved magazines like O, The Oprah Magazine, InStyle and Better Homes & Gardens – to name just a few — pay attention to what women are reading, and study the topics and language these vehicles are using to engage their audiences” writes Brennan.
Related Story: 13 traits of successful businesswomen
How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”