Filed under One Minute Take-Aways | Posted by Nicholas on May 19th, 2008

There are always going to be times you have to read something you don’t want to. It could be related to work, school, or anything in between - like those TOS you always skip over but you know you probably should read.

As my Marketing Degree is wrapping up, its finally hit me. Maybe all this stuff I’m memorizing, just to test well on, should be kept to look back on for future reference. It always seems the more you memorize the more you forget the old stuff.

Enter, the “One Minute Take-Aways” (no not subtraction) but a few gems, that I have jotted down to remember. This could be anything of interest but some of the information will come from the mundane required reading. After all knowledge applied is power, anyone can look up facts.

Hopefully you will find these ideas and concepts interesting, as most of it will be applicable to internet marketing or information that can be crossed over to the internet.

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OMTA #1 - Market Segments - Men vs Women

This quote came right out of Kellogg on Marketing. This recommended when marketing to one gender or the other, with adequate decision processing time.

For men messages that focus on a single benefit are suggested. If multiple benefits are communicated using separate communications is recommended.

For women the presentation of disparate type of benefits is appropriate.
**See Note Below**

How does this apply? Well first thing that comes to mind is when targeting primarily men on an affiliate offer. Make sure your promotion (or landing page) adequately identifies the primary benefit of your offer. Since it is thought men are more apt to use heuristics. I’d suggest throwing in some imagery or wording that reinforces the benefit with social proof.

This proof could be as simple as a smiling person, or someone that looks satisfied. The key is that when someone glances at it, they understand what the image is portraying. Don’t make it abstract.

** It is important to note that other theory suggests that women also revert to heuristics when put under time constraints. The key point here is, when adequate decision time is allotted.