Not many people think about the gender of the people they’re marketing for. That’s where commissions are being lost. As much as you’d like to think that your marketing is focused, if you’re not acknowledging how your copy sounds to the male or female ear, you’ve got some work to do. Don’t quote me on this, but when people just “market” without considering gender, they generally market to the male ear. What does the male want to hear?

In general, males are not so concerned about the emotional aspect of anything really. This is the most common reason why relationships break up; females tend to want to talk about something and be heard, where as men are happy simply, “doing things”. We’re practical but when we’re looking to buy something online, we’re just the same as women. We only buy from sources we trust. So what does this mean for the Affiliate Marketer in a male-dominated niche?

Screw the sappy emotional stuff. We want cold hard facts. Is it going to work or is it not going to work? How long is it going to take? And the biggest question there is, show me the proof. Don’t try and dance your way out of the questions because you’ll be dancing away from commissions. You want to engage with him and earn his trust? Take him head on. Answer his questions. Be no-nonsense.

Having said all this, to completely ignore the emotional aspect of purchasing would be to put your commissions in danger. Don’t forget the age-old tenet of marketing: “people purchase with emotion and justify with logic”. The guy, whatever he’s buying, must be here in the first place. Why is he here? What’s his problem? Why couldn’t he solve it? What does he want? You’ve still got to ask and answer questions like these, but it doesn’t mean you have to collapse into a puddle of tears with him when he tells you he’s been trying to build muscle but he can’t. Empathise, but don’t waste his time. He wants someone who gets where he’s coming from.

So just remember. Prove, don’t persuade. Answer his questions, don’t waste his time. Only ever show as much emotion as you expect the person on the other side of the computer to show. Pretend you’re a mirror. You want to be an exact image of your prospect. They want to see someone who they can empathise with.

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