Posted by Scott Bywater in advertising, copywriting, marketing Oct 21st, 2010 | No Comments »

This is a funny way for someone like me to start an email, especially since I was completely hopeless at meeting women for most of my life.

I was an uncomfortable teenager. Not that confident. Unsure of myself. And while I always wanted to meet women, I never quite knew the best way to go about talking and communicating with women.

So you are certainly not talking to the David DeAngelo (he’s the guy who writes all the Double Your Dating material online) when it comes to women.

… however the other day while I was reading through a book by Robert Kiyosaki that my virtual assistant, Kathy, sent to me I found the following statistics that will be of interest to anyone who sells a product or service to women…

-47 percent of women over the age of 50 are single. (This means they are financially responsible for themselves.)

-Women’s retirement income is less than that of men’s. This is because a woman is away from the workforce an average of 14.7 years compared with 1.6 years for men. (Women are typically the primary caretaker of a home.) This, along with lower salaries, adds up to retirement benefits that are only about one-quarter* of those of men.

-50 percent of marriages end in divorce. And who typically ends up with the children? The woman. Now she is solely financially responsible for herself — and her children. And what is the No. 1 subject couples fight about? Money.

-In the first year after her divorce, a woman’s standard of living drops an average of 73 percent.

-As of 2000, women are expected to live** an average of seven to 10 years longer than men, which means they must provide for those extra years. But married baby boomer women can expect to outlive their husbands by 15 to 20 years, on average.  The average female born between 1948 and 1964 may likely remain in the work force until at least 74 years of age due to inadequate financial savings and pension coverage.

-Of the elderly living in poverty:

– three out of four are women (Morningstar Fund Investor) – 80 percent of the women were not poor when their husbands were alive.

-Approximately 7 of 10 women will live in poverty at some time.

Interesting information isn’t it? And while these statistics are U.S. based, my guess would be they wouldn’t differ much in Australia.

But how can you use this information to sell more of your products or services?

Let’s look at a few different applications.

– If I were a dating agency, I’d run ads targeting women over 50 knowing that 47% of women fall into this category.

– If I was selling business opportunities (like franchises or make $$$ from home) I would use these statistics to show that you need to do something to take control of your financial future.

– If I was a financial planner, I would send direct mail to divorced women explaining that you must do something about your financial future because these are the statistics.

Truth is, men really do get the better end of the deal financially.

We continually work… the woman looks after the kids in the event of a divorce… and we live shorter lives – therefore not having to suffer through those extra years of poverty if we don’t look after our financial futures.

And by understanding and relating to these statistics, you can…

a) help more women
b) get better marketing results

… a much better approach than cold calling every home in your neighbourhood and hoping for the best.

Remember, no matter who your market is, having more information so you can understand their needs, fears and concerns. And the reality of their world will help you serve them better and get better marketing results.

Combine the right research with what you’ll discover at
and you’ll get an overwhelming advantage over your competition.

Posted by Scott Bywater in advertising, copywriting, marketing Oct 20th, 2010 | No Comments »

Every day I jump on the computer and put little business advice tips like this one…

And then I make a stupid mistake like the one I am about to share with you which makes one question whether I am more of a goose than a guru.

You see, a month or so ago I started doing some split testing on a couple of my web sites including

And then last week I received a call from a guy who had seen me at a seminar, filled out a quote form, but I had not gotten back to him.

I couldn’t find him in my files, so I decided to do some digging.

And I found out the page at had not been registering ANY quotes.

Now I am the guy who always looks at companies who advertise in the Sunday newspapers and then don’t have a call centre operating on a Sunday as stupid…

… But now I am doing the exact same thing.

Making the same mistake a client made many years ago when she put the wrong number on an online advertisement for months.

And if you have tried to contact me through and spent time filling out the form, etc. only to be ignored.

Then I apologise for my lack of attention to detail and for being a goose.

I’ve been called vague many times in my life. And usually that doesn’t matter.

But when it comes to the big things… like making sure your web site can take orders… making sure you can  collect leads… that your fax is working, etc…

You don’t want to be vague.

Who knows how much it has cost me.

Don’t make the same mistake in your business.

But how can you avoid it?

Well, there are a couple of things you can do:

You can start by tracking the numbers on a regular basis in your business.

For instance, I get a fair whack of business from Google Adwords. And every week I track how many new  subscribers I get to my newsletter.

One week the numbers had dropped significantly – I went looking into why and I found that my Adwords account had stopped because my credit card had changed.

The lesson: be detailed oriented when it counts and keep track of what’s going on in your business – or suffer the consequences.

Anyway, enough of my rambling. Time to get some work done.

Posted by Scott Bywater in copywriting, marketing Oct 19th, 2010 | 1 Comment »

There was an interesting article in one of the Sunday newspapers yesterday about a 6 star day care which provided all of these added benefits for a higher fee.

They positioned themselves as the BMW of day care.

What’s your opinion on that?

I imagine some people will like it and some people won’t.

Personally, I think it is a brilliant idea: the children get on-site chefs, handmade $1800 cots and fingerprint security systems.

You see, so many people try to cut their costs, etc. to win more business.

But what this company has done is the complete opposite. They have differentiated themselves by charging more.

And as a result, they probably get a better client who they can better service.

And they make greater profits.

So think about how you can apply this to your business.

For instance…

A mechanic could choose to service only higher class cars.

A restaurant could offer $100 a head nights for special functions and target the affluent.

A health practitioner could choose to focus purely on servicing the affluent, marketing to affluent areas, etc. and charge a premium fee for a premium service.

A wedding photographer could position themselves as the premium wedding photographers and market themselves to affluent clients.

Anyone can do this – but you must offer a premium product or service which differentiates you from the competition.

Consider making the decision today to become the BMW of your industry – and then master the art of marketing your BMW product or service by getting your hands on

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