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Email 1
Subject: Tips for marketing to young men
Dear [Name],
Welcome to this ecourse on Marketing to Men, and thanks for joining us. We hope you will learn a lot in the course of these emails.
Marketing to men in the modern age is similar in some ways to marketing to women, and significantly different in others. Both genders shop, but women tend to influence up to 95% of all purchases. Yet more men buy on their mobile devices, and purchase far more event tickets and digital content than women.
Knowing these kinds of trends can make it a great deal easier to sell your products and services to men, for greater profits.
In this first email, were going to start by looking at how to market to young men.
Marketing to Young Men
Marketing to Millennials is one of the hottest new areas of marketing attention that could turn huge profits if your message is on point. Millennials are not as clearly defined compared with Baby Boomers, but as a general rule they were born in the 1980s to early 2000s, and they tend to have a significantly different outlook than previous generations.
There were more 23-year-olds 4.7 million of them than any other age, according to census data from June 2014. The second most populous age was 24, and the third was 22. By 2020, Millennials will make up one-fourth of the US population, topped only by those over 50, which will make up more than one-third overall.
As Millennials age and their purchasing power grows, so too do the opportunities to attract this age group.
We can divide this age group into:
* Singles
* Married/in a relationship, but no kids
* Married, with kids
Understanding the needs and motivations of each of these sub-groups can create a win-win for both you and them. They get high-quality products and genuine solutions to their "pain points" for a reasonable price, and you earn profits.
Even better, you have the opportunity to gain a loyal following who will be willing to share your marketing message to others through social networking, email and more.
Millennial men are the best educated of any previous generation, with the largest percentage having attended college. They are also the first generation to grow up and mature in the wake of the recession of 2008, so their consumer behavior is different in a number of ways.
Many of the new college graduates have student debt to pay off. Jobs for younger people have been scarce due to major cutbacks. The wage growth for younger college graduates has only risen slowly since the recession, so their salaries are well behind the starter salaries of previous generations.
More debt and less discretionary income means many of them are putting off many of the big decisions and purchases that people of past generations would have, such as car purchases. They also delay moving out of their parents house, which means buying household items for the "bachelor pad."
They buy things their parents rarely purchase, like energy drinks and e-cigarettes. They buy more electronics and digital items as well.
If you are not already gearing your marketing message to male Millennials, its time to focus on what they really want, and provide it at a reasonable price.
In the next email we will take a closer look at single mens shopping habits.
Email 2
Subject: Marketing to single men
Dear [Name],
In the first email in this ecourse about marketing to men, we looked at marketing to Millennials - that is, those born in the 1980s to early 2000s. Part of that cohort will be men who are single.
Population trends have changed significantly in the past several decades. More than 50% of the US population is single, the highest number since the 1970s. The reasons are that they have a lot more choices and are less ready to settle down quickly. They are also looking for a "soulmate," someone who is a good fit, rather than just settling for the sake of being with someone. In addition, there is now little stigma attached to not being married and living together.
Those who are truly single, with no significant other in their lives, might not miss having a close relationship because the connectivity of their lives through social media and so on also affects their attitudes, with the "Man Cave" a comfortable haven that many singletons are reluctant to share.
A study based on the 2011 census stated that, "singles spend significantly more per capita than married couples do on food, housing, apparel, and education."
Therefore, single male shoppers are a good slice of the current US market. They are influenced by any women they have in their lives, but they also tend to buy on a needs basis, not a wants one. This means they tend to want it fast and dont shop around, comparison shop, or use coupons the way many single women do. They also dont tend to use the word "bargain" as often as women.
Since many single men are not price-sensitive like women, just needs-driven, there are great opportunities to sell well if you can get your product in front of them - and it offers a real solution that works.
Single men tend to be career-oriented and have no time to waste on things that dont work. Because they do not have a permanent partner, female or male, they are looking for convenience, especially when it comes to food and drink. They are willing to invest in themselves with education, both online and offline, digital content, and fun events they can enjoy during what leisure time they manage to get.
They are often sports-oriented as well and will spend time with buddies enjoying live sporting events and perhaps even playing a sport themselves. They like a stylish car that shows their success and they are willing to get into debt on the car lease to secure what they want, and even to "one-up" their friends and neighbors.
Single men will make a wide number of tech purchases, such as software, smartphones, tablets and so on. They can be found on LinkedIn, Google+ and YouTube. The main YouTube age ranges for all users are 24 to 35 and 35 to 44. Tap into the passions of these single men, and watch your business grow.
In the next email we will look at how to market to middle-aged men.
Until next time,
Email 3
Subject: Marketing to middle-aged men
Dear [Name],
Last time, we discussed marketing to single men. We also noted that they spend a lot of time on YouTube, with 35 to 44 years being one of the main user groups.
Middle-aged men, that is, those in their 40s and 50s, tend to be powerhouses of consumer spending. They have worked hard and are financially comfortable. They might be single or married, and married with kids.
Some of these men might still be focusing mainly on their career, while others are trying to juggle a work-life balance. These men shop efficiently for what they need, and will most commonly buy via their smartphones.
Some start to relax the pressure on themselves and will look for "me time" and self-improvement. The man in his 40s and 50s is too busy to waste time with anything less than high quality and high performing products, and will pay just about any price rather than haggle once they have done their research and are sure your solution will work.
Some men in this age group are single once more due to divorce. In this case they usually need items that help them live their best life and show their kids, if they have any, that they care. They will buy tickets for movies, sports and other live events. They will use technology and digital content to connect.
Some will be empty nesters, downsizing their home because the kids are off to college and they wish to live in a more practical way without all the hassle of home ownership. Selling their house and moving to a more modest one or a condo frees up their time and cash so they can seek the better things in life.
As they get older and have more leisure time because their family is growing up or has already grown up, they become increasingly interested in leisure activities and new experiences. They will travel more, and often take specialized holidays such as golfing vacations.
Some will even be interested in starting their own business, most often in addition to their current job, but sometimes as a replacement for it. These men are generally tech savvy and will read reviews from reputable sites before buying.
They are concerned about their finances in relation to both their current situation and planning for eventual retirement. Some also become more interested in their health, either because of issues arising, or because life expectancy is on the rise, and they wish to live longer than their parents and have more options.
Marketing to men in their 40s and 50s can be profitable if you are prepared to do the research and target them with positive, proactive messages that suit their lifestyle and speak to their personal and professional needs.
Lets look in the next email at marketing to men with children.
Until next time,
Email 4
Subject: Marketing to men with children
Dear [Name],
In the last few emails, weve looked at marketing to Millennial men, single men, and middle-aged men. Marketing to men with children can be tricky because unlike women, men can sire children from puberty right up until their senior years. Most men will have their children from their mid- to late 20s and 30s, but some might have them as late as their 50s or even 60s. This is also increasingly common due to divorce and starting a second family.
There is no one-size-fits-all strategy for marketing to men, but they do have general things in common depending on whether or not they have children. The ages of the children will affect their shopping habits, so the more information you can gather about them, the better.
Their needs will change depending on the ages of the children, but there is a pretty clear pattern of shopping from the time the child is born until it heads off to college, and depending on whether it is a boy or a girl. The wife will usually heavily influence what is being bought, but men will give in to impulse purchases of sports equipment for boys, for example, and items that they think will make their daughter happy. They will certainly buy items to keep their wives happy and of course, will be driven in part by her "hints" as to what she might like, and their own practical sense of what makes a good gift.
Most of the time, it will be something "romantic," such as flowers, jewelry, eating out, and travel. This will also mean needing services like babysitters and other forms of childcare, and perhaps even pet sitters. Men of all ages and marital status tend to favor dogs, so more "manly" messaging can include popular dogs like Labrador retrievers rather than fluffy puppies.
They are still interested in sport, though less likely to play themselves, with the exception of golf. Both the pets and golf markets are worth around $65 billion in the US each year, so if youre not sure what to sell, these might be good starting points.
Building relationships with men with children is essential in order to gather the right customer intelligence so you can use personalization tools to target the segments of this large cohort of male consumers with specific messages. Give them powerful reasons to buy and make it clear that your solutions work, and they will buy. For higher-ticket items, emphasize customer service, guarantees and warranties.
Men with children can be a very diverse group, but will continue to buy for themselves and for others in order to meet their needs and their occasional whims.
In the next email, we will discuss how to market to retired men.
Until then,
Email 5
Subject: Tips for marketing to retired men
Dear [Name],
Retired men in the 21st century are certainly not over the hill. Many of them consider themselves to be just getting to their peak. Some have already raised families and are looking forward to years of comfortable retirement. Others are still enjoying learning new things and gaining new experiences. They are not the type of people who will take old age lying down. Still others might retire and then start their own business the way theyve always dreamed of.
As with almost all men, its not that they dont like to shop, they just want it to be as easy as possible. In addition, they shop based on present needs, not future ones, so there is some urgency in their habits which smart marketers can make the most of.
The main expenditures are on health-care related items, household maintenance and care, groceries, personal products, mens clothing, and restaurants. This is a very different profile then most marketers believe as they chase the younger generation and ignore older consumers.
It is also important to note that some might delay retirement a lot longer than the average because they are concerned about being able to afford to retire. They also might not retire because they dont want to feel old. Men also strongly identify with what they do for a living, so retirement can cause them to lose a sense of who they are. The highest rates of suicide in the US are amongst white men from 65 to 75. Men are 3.5 times more likely to commit suicide than women, and 10 times more likely than retired women of the same age.
With the average life expectancy of men in the US now around 76, they want a good life for their remaining years, not a struggle. They want to be much more active and healthy in their golden years. The desire to do it all and have it all is still present, though it may be affected by poor health. Single older men tend to do more poorly health-wise than those who have a partner.
Dont gear your marketing to too young an audience and ignore older people, who will usually have more money to spend and will be willing to spend it on a brand that does not depict them as old, senile, and "past it." Beware of sticking (insulting) labels on them such as boomers, senior citizens, and so on.
It may not seem worth it to market to retired people because we live in such a youth-based culture. However, with the population living longer than ever before, the percentage of those over 65 will keep on increasing. This means both public service and profit if you offer items that enhance self-esteem and a positive outlook.
Another group worth tapping into which has money, leisure time and clear patterns of consumption is the affluent men. Lets look at marketing to this group in the next email.
Until next time,
Email 6
Subject: Marketing to affluent men
Dear [Name],
In our last email on marketing to men, we looked at why it can be very lucrative to market to retired men, and very beneficial for their health and society as a whole. Despite there being more people over 50 than ever before, and life expectancy increasing all the time, the older age range is ignored a great deal of the time when it comes to marketing.
What little marketing there is often patronizes and demeans older people. American youth culture has persisted since the 60s, but those people are now in their 60s or older. Younger men just do not have the same level of discretionary income as an older, more successful man. And very few of them will be affluent in their 20s, with the exception of a few dot com millionaires.
Which brings us to our next group of men you might wish to market to, the affluent men.
Affluent men enjoy shopping, and will commonly spend large amounts of money on luxury brands they perceive as worth it, or worth owning because the item is considered to be a status symbol. Think Rolex, BMW, first class travel and regular reservations at the best restaurant in town, and you will get an idea of this mans typical priorities.
If they have a partner, they will tend to give gifts like perfume and jewelry. If they have children, they will tend to want their children to have the best of everything.
They will be digitally savvy and own every high-end gadget. Think Sharper Image and you will get an idea of what they are willing to pamper themselves with.
They like to shop online, especially via their smartphones, and money is no object if they feel they need and want it. For very high-end purchases, they will be looking for lots of reliable, detailed information at their fingertips. Marketing material that gives both the features and benefits of an item, and takes any guesswork out of the purchase, will convert well. Think clear, no frills, no hype marketing.
Men will spend time on social media and get recommendations, then do their own fact finding. They will be influenced by the woman in their life if they have one, and the two will often work together on the research. When presented with choices, he will usually pick the first one that will do what he wants it to and then stop looking. So if your marketing materials are clear, you have a great chance to sell to the affluent man looking for real solutions and exclusivity.
These days, it's not just girls who are buying and using "girly" products such as moisturizers. Next time we'll give some tips on how to market these products to men.
Email 7
Subject: Tips for marketing "girly" products to men
Dear [Name],
In this email we are going to look at marketing what can be termed "girly" products to men. Men DO like to look attractive and successful, but they dont always want to admit it. They also dont necessarily want everyone to know that they are doing something to enhance their appearance.
Not long ago, makeup for women was a hidden secret. Most gals would never have been caught dead going out of the house without their "face" on. Nowadays, you see them on the bus or train putting it on in public.
Men are probably never going to get to that point, but the 1960 Presidential debate between John F. Kennedy and Richard M. Nixon shows just how much appearance can influence peoples impressions. Nixon refused to wear the makeup offered at the TV studio. The result? A win for Kennedy. Why? Because even though Nixon was only four years older than Kennedy, he looked washed out, old, with bags and dark circles under his eyes, far older than his 47 years. By contracts, Kennedy looked young, fit, healthy and handsome.
Theres a reason Presidential candidates and Hollywood actors wear makeup - it smooths out imperfections and offers a more youthful appearance. A bit of concealer stick can do wonders around the eyes.
So too can moisturizer for the face. In addition, it offers protection from the harmful rays of the sun if it has a sun protection factor (SPF) of 30 or more. If youve ever seen an old sailor, they have a leathery, weather-beaten look due to sun and spray. But America in particular is a youth culture, so no one wants to look old before their time - including men.
In the 21st century, the demand for plastic surgery by men has nearly doubled. The recession of 2008 actually spurred men on to become more appearance-conscious than ever before. Why? Because they had to compete so hard with others in the job marketplace that they had to match their appearance to their clothes on interview, and overall professionalism. Studies have shown that chubby people are considered to be lazy, so you soon started to see Weight Watchers ads with average-looking guys all talking about their struggles with burgers and beer.
Skincare and other "girly" products used to be the domain of the metrosexual man - young, urban, professional, and polished-looking. Now, even the Marlboro man wears moisturizer if hes smart.
So, how can you market effectively to men? Plain, dark packaging, masculine names with action words in them, and the impression that whatever they are using is getting the job done. Men are always looking for solutions to their problems, so products that "solve" problems like greasy skin, dandruff and so on, and do it FAST, complete with a wonderful tingling or other sensation to show it is working, will put your "girly" products on the top of their shopping list.
Next time we will look at the emotional triggers that men respond to.
Until then,
Email 8
Subject: Emotional triggers that men respond to
Dear [Name],
All marketing messages have emotional triggers, some more overt than others. There are a number of emotional triggers that men respond to which can make all the difference in your level of profits.
For those who say, "Hang on, men are logical, practical shoppers who want to find real solutions to their needs," we say yes, that is true, but as with women shoppers, men also validate their choice subconsciously with their emotions.
Once you identify the target audience for your marketing messages, you need to consider which emotional triggers you can connect to those messages. Here are ten common emotional triggers that you can tie into your marketing messages to make the sale.
1. Fear
Fear can be used in a wide variety of marketing messages. Insurance companies use fear when they say, "Don't get caught with too little insurance," and investment companies when they ask, "Will you have enough when you retire?"
2. Guilt
Consumers are easily affected by messages that trigger emotions of guilt. Just think of the ASPCA ads full of cute puppies and you will get the idea.
3. Trust
This is a hot topic in online marketing. Social media has created an atmosphere in which people feel they can "know" a brand and trust it. Guarantees, warranties and no hidden fees are all good buzzwords to use in your copy, but you have to fulfill your promises as well.
4. Value
Value is not really about price, but about getting a good deal on something that really works and will make your life better. Price match offers play on this.
5. Belonging
No one really wants to be alone. Many marketers therefore create the impression that they are part of a group, such as a sports team or a family.
6. Competition
Men are generally pretty competitive, so they try to keep up with friends, colleagues, and "the Joneses." Rolex watches practically sell themselves because they are a symbol of having "made it," even if no one ever sees it on his wrist because it is under his shirt cuff.
7. Instant Gratification
Men buy due to needs. Words like "now" and "today" will trigger their response to buy right away.
8. Leadership
Men are early adopters of technology, especially Millennial men. "Be the first to" is a powerful message.
9. Trend-Setting
This makes them feel cool and hip. This also appeals to leadership and belonging.
10. Time Pressures
We are all busier than ever in spite of our gadget, but want to balance work with fun. Items that promise to cut the time it takes to do something will be just what a man is looking for.
Appeal to these emotions and see what a difference it can make in your marketing.
So far, we've covered a number of ways to market to men successfully. Next time, we're going to focus on four common mistakes made when marketing to men, to save you making these yourself.
Until next time,
Email 9
Subject: Four mistakes to avoid when marketing to men
Dear [Name],
Last time, we discussed the ten most common emotional triggers that men respond to in the marketing they see. In this email, we want to follow up with this by highlighting the four most common mistakes to avoid when marketing to men.
1. Thinking that men do not use emotions when they go shopping
They do; they are just not aware that they do. Fear, leadership, competition and trendsetting are key driving factors that will appeal to men most. They want to "measure up" to others, so products that can help him do this will be much more appealing.
If he is a married man, or married with kids, the time factor will also be important, as well as belonging. He will want to spend quality time with the people who matter to him, so will be interested in a lot of time-saving devices such as lawn mowers, faster computers, higher speed internet, and so on.
2. Thinking men and women shop the same
This is not the case at all. In fact, marketers have some easy shorthand to remind them of this. "Men buy, women shop." For the majority of men, shopping is not entertainment, a social thing they can do with their circle of friends. The only time you see a cluster of men all shopping together is at the local sports store at the start of each sports season, or the Nike store at a clearance sale. Men want to find products that work. Then they stop looking. They dont need to compare a dozen brands of toilet paper.
3. Thinking men are price-conscious
Men are generally not price-conscious when they shop, the way women are. They are not really swayed by price, dont clip coupons, and are not bargain hunters. As long as the item will do its job, they will buy it and run out of the store to accomplish the next thing on their to-do list.
4. Underestimating their emphasis on time
Men want what they want when they want it. They dont stock up on groceries when theres a sale. Theyre usually in the store because theyve run out of razors or deodorant. They will not usually browse up and down the aisle for sales stickers for other things they might wish to buy. Think "search and destroy" rather than "shop and stroll" and you will get an idea of how men shop compared with women. Companies that use masculine packaging with eye-catching branding will stand out and make it easier for them to buy that brand over and over again. Change your packaging at your peril.
Men do like to shop, but they want it to be easy, no frills, with facts more than fluff. Write great copy that highlights features and benefits and appeals to their need for ease in getting what they need without spending a lot of time, and see what a difference it can make to your profits.
Of course, not all men are the same the world over. Lets look in the next email at how to market to men globally.
Until next time,
Email 10
Subject: Tips for marketing to men globally
Dear [Name],
No Marketing to Men course would be complete without a mention of the expanding global marketplace.
Thanks to technology, the world has gotten smaller. It has given unprecedented access to a global market place, giving the smart marketer a chance to sell well beyond their borders. However, ads resonate differently with people from different cultures, so it is important to see the world from their eyes if you want to make a sale.
For example, color means different things in different cultures. Marketers might think its a great idea to encourage men to give slinky black lingerie to the woman in their lives, but of course, this is not always appropriate in terms of ethics, and in many countries the color black also has negative associations. In Buddhist countries, for example, it is considered to be an ugly color, not sexy at all.
Around the world, people have different holidays and traditions. In Japan, women give men chocolate on Valentines Day, and men give it to women in March on White Day.
People also have different values. An interesting study related to Welchs grape juice took two different tactics. One showed the "fun" factor of drinking Welchs grape juice, while the other emphasized its healthy aspects. The Anglo-Americans in the study preferred the first, but the Asian Americans who participated in the study reacted more favorably to the "healthy" ads.
Mens fashions can vary widely in terms of what is considered tasteful and appropriate, though all men seem to love sports clothes and sneakers. In terms of sneakers, though, there might be issues with them if they are derived from animal products because many people in the world are vegetarian or vegan, so the non-harm of animals will extend to their clothing in the same way that most Westerners now avoid any form of fur on their clothing.
Finally, religion obviously also plays a part. You cant sell animal products to Hindus or Buddhists. You also cant sell pork products to Jewish or Muslim people.
A lot of marketers make the mistake of thinking, "EVERYONE will want my product," and end up selling to no one. Why? Because they are not targeting their marketing specifically enough to answer the all-important question of, "Whats in it for me?" that every man will ask before buying anything. Whether it will make their life easier, help them feel good about themselves, take care of their basic needs such as food, clothing, and personal hygiene, or making the important people in their lives happy, give a clear answer as to benefits and you have a much greater chance of making a sale.
Concluding Remarks
Marketing to men may not be as lucrative as marketing to women, since women tend to do a great deal of shopping and heavily influence household spending in the US. However, mens shopping habits can mean significant profits due to them being so goal-oriented when it comes to shopping rather than price-sensitive. The fact that they are in a hurry can also mean more money for the marketer who focuses on men. Finally, marketing globally with sensitivity to cultural differences can gain access to new opportunities in countries where men still make the major financial decisions.
To your best success in marketing to men!
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