Get OFF The Warpath, Already!

Guest Post

Kelly Watson

Womenwise Marketing

War language has been dominating business—and making women uncomfortable—for a long time. We’re not sissies. It’s just that most of us don’t relate to language that talks about making a killing and blowing away the competition and all the other war clichés used in marketing.

I admit: I’ve been guilty of this in the past. I’ve injected my marketing with phrases like “secret weapon” and “battle for the wallets” in hopes that it would make the offer more compelling.

I can’t say it’s done me much good. And in an article by Danny G of AdColumnist, it may even be turning off potential clients. He writes:

“Simply put, you can’t use the language of war or criminal behavior and expect people to like you. … Am I overreacting? Is it okay to embrace war language? After all, they’re just figures of speech, right? Wrong. It’s too easy to use war as a metaphor for business. It gives everything a false sense of urgency; it implies that in every business decision there are outright victors and losers.”

No wonder women in business are turned off by sales and marketing. We think in terms of creating relationships. We prefer it if everybody’s happy in the end. So this talk of winners and losers doesn’t click with us.

What’s worse: because the tone of most marketing conflicts with their beliefs, many women start to feel that all marketing is pushy or aggressive. And then some women business owners start avoiding marketing altogether. Not a good idea if you want to be successful.

Just because most marketing techniques are male-oriented doesn’t mean YOUR marketing has to be that way. Women are great at building relationships, and can excel at marketing on social networks such as Facebook and LinkedIn. There, entrepreneurs can promote their business simply by connecting with potential customers.

You might also find it helpful to change the way you talk about marketing. In her book Testosterone-Free Marketing, marketing consultant Denise Michaels offers some advice on this topic:

“Women generally do not regard people as targets. Are we shooting to kill or providing customers with a benefit? People who buy from me are my ‘focus market.’ I attract my customers, entice them with what they want and embrace them when they become customers. A more gentle approach, wouldn’t you say?”

Similarly, you can refer to your competition as colleagues, then work with them to get a bigger market share. This kind of talk might not come naturally at first, but over time, it could reshape the way you view marketing.

Kelly Watson is a freelance marketing coach and the founder of OneWomanMarketing, a web site full of free marketing tips and other business resources exclusively for women. Visit the OneWomanMarketing blog and subscribe to Kelly’s free bimonthly podcast at OneWomanMarketing.com.