Signature service

Selling to women

A marketing strategy built around how she decides.

Women make or influence most of the buying decisions in Australia. Most funnel templates, ad formulas and sales-page frameworks were written by men, for the way men buy. What we call bro-maketing. So the copy pushes, the proof is a number, and the close is a countdown timer. She reads it, feels vaguely told off, and closes the tab.

I’ve spent 25+ years writing to her, and most of my life being her. I know where the page loses her, usually to the line.

Book a 20-minute fit call

How she buys, and what I check in your marketing

Seven things. Each one is a place where your website, emails and ads either earn her trust or spend it.

1

“Is this for someone like me?”

That’s her first question, before “does it work” and long before “what does it cost”. A stat won’t answer it. A story about a woman in her situation will. I check whether your proof looks like her or looks like a spreadsheet.

2

The gut check

She has to like you before she’ll buy from you. That means a point of view, a face, and the odd opinion that puts some people off. I look at whether your brand has a personality she can pass or fail, or whether it’s hiding behind “we’re passionate about results”.

3

Permission, without the lecture

Challenge a man and he buys. Lecture a woman about her problem and she likes you a bit less every time. The copy that works backs her: the goal is allowed, the delay wasn’t her fault, and wanting more is fine. I rewrite the pain-poking bits into permission.

4

Ease beats hustle

“Make”, “grind”, “crush”, “get clients”. All of it implies more work, and she’s already doing everyone’s. I swap the verbs so the outcome sounds like something that arrives, and I check the offer delivers on that.

5

Her timeline

Women measure themselves against a timeline from very young: by 30 I should have, by 40 I was supposed to. When she feels behind, an offer that reads like a fresh start lands badly. An offer that reads like catching up lands well. I check which one yours is.

6

Safety before the ask

She’s the mum, the partner, the one holding the business and the household up. Spending on herself can feel like taking from them. So the page has to make the decision feel safe before it asks for money: “we” language, women at different stages of the same journey, and a guarantee she believes. Rush it and the sale dies before it starts.

7

The invitation, not the corner

Countdown timers and “only 3 spots left” corner her. An invitation works better: why not give yourself a chance at this, 30 days from now you’ll be 30 days older either way. I rewrite your closes so she walks in, and I keep the urgency honest.

One more, for free

Sell to the mood she’s in. A busy owner doing well won’t watch your 40-minute video or read the 5,000-word page, no matter how good it is. She’ll read 3 lines, check your face, and book or leave. Short wins.

What I look at

  • How women in your market research: the questions they type, the groups they ask, the reviews they read, the friend they text before buying.
  • What your competitors say to her, and what they leave out.
  • Your website, emails and ads, line by line, against the 7 checks above.
  • The offer itself: price presentation, guarantee, proof, and whether she can say yes without a phone call.

What you get

  • A written analysis, 15 to 25 pages, plain English.
  • Messaging and offer rewrites, before and after, for your home page, main sales page and welcome emails.
  • A 90-day channel plan: what to run on email, search, Meta and LinkedIn, in what order.
  • Copy frameworks (headlines, proof blocks, closes) your team or I can reuse for 12 months.
  • A 60-minute walkthrough call.

Who it’s for

Sydney small businesses selling to households, or to women who run businesses.

Allied health and wellness, education and coaching, home services, boutique retail, professional services, and owners with fire in their veins who’ve ever said “our customers are mostly women” and then run an ad that looks like everyone else’s.

Why me

25+ years writing to consumers, starting at Saatchi & Saatchi. Most of my client base is women-led or sells to women.

And I’ve spent years studying how the best direct-response people sell, then noticing, every time, where their frameworks assume the reader is a bloke. This service is what I do about it.

Questions

Is this only for products aimed at women?

No. It’s for any business whose buyer is more likely to be a woman, which covers most consumer categories and a good chunk of B2B. If she signs the cheque or vetoes it, this applies.

Is it a report or a plan?

Both. Half is the analysis of how your buyer decides and where your current marketing loses her. The other half is the 90-day plan and the copy frameworks to fix it.

Will my marketing end up pink and fluffy?

No. It ends up specific. Most of the changes are in what you say first, what proof you show, and how you ask for the sale. Nobody will notice a colour change.

Can you run the plan afterwards?

Yes. That’s the Growth Retainer, or a Monthly VIP Day if you’d rather do it in bursts.

How long does it take?

As a VIP Day, you have the document within 48 hours of the day. Scoped versions take 2 to 3 weeks.