The SMS campaign text for women and men should differ. Why? Because the psychology of buying and decision-making is completely different. If your business is related to selling products and services for a female audience, then the SMS campaign should be created specifically for women's requests, especially their way of thinking.
Women tend to take a long time to make decisions, doubt when choosing, decide, and then reflect on the correctness and necessity of their decision, emotionally make purchases, ask a million questions, and unknowingly manage finances.
The SMS campaign text that encourages women to act and make purchases should be interesting, emotional, and meet all the needs of the female psyche and character, as well as correspond to their behavior type.
Women, both for men and for sellers and business owners, are complex, illogical, incomprehensible, and impulsive individuals. But they are the ones who make most of the purchases, and it is for them that marketing, discount campaigns, promotions, and contests primarily exist.
Millions of women purchase goods, order services, and shop at online stores every day. And the main task of marketers is to create the right advertising texts to grab the attention of female consumers.
What is most important for women when making purchases?
1 Get Maximum Information.
They fulfill this need through a lot of questions that they seek answers to. Women often ask a huge number of questions, some of which might not even relate to the product they are buying. Why? Because they want to satisfy their need to feel important and fully "knowledgeable" about the product or service. They want to be 100% sure about the purchase and know everything about it.
2 Solve a Key Problem.
It's no secret that women buy dresses, shoes, and cosmetics not just to buy, but to become better, more beautiful, younger, slimmer, to please themselves, men, and others. They want to improve themselves with each purchase, searching for ways to solve problems like how to lose weight, how to look younger, etc. Women want to be more perfect. Therefore, the product they buy and the services they order should fulfill this need.
3 Opinion from Others.
Women need to be convinced to make a purchase, and they often consult with family, husbands, and friends to make sure their purchase is great and useful. This need for external opinions makes the buying process complicated, fragmented, and inconsistent. A woman may decide to buy something, get the money, but change her mind at the last moment because no one confirmed the quality of the purchase.
4 Perfection.
Women are more perfectionistic. They look for the best in everything. The price should be reasonable, the design should be stylish and modern, the technical characteristics should be the latest, the ordering process should be fast and simple, the seller should be neat and attractive, the communication should be easy and friendly.
How to Fulfill These 4 Needs in SMS Campaigns?
1 Use Emotion-Evoking Words.
These can be vivid adjectives (impressive, juicy, breathtaking, incredible, seductive), metaphors, comparisons (beautiful as a rose), epithets (a wonderful woman, durable material, reliable fastener).
For example, you can write in the SMS campaign text simply: “Beautiful dresses in the clothing online store”. Or you can add emotions to the text and create a sentence like: “Impressive dresses where you'll look like a Queen. Sexy and sophisticated, delicate and vibrant!”
The second version will have a stronger impact on women because it appeals to the right side of the brain, includes kinesthetic pleasant sensations, and visual images.
2 Apply the Social Proof Technique.
Women tend to believe authoritative opinions, so mention those who use your product or service, and add reviews from satisfied customers to your SMS campaign.
Tip: Never mention how many times, for example, a dress, cosmetic item, or bag has been purchased. Women want to highlight their individuality, so they are not ready to buy a dress that 150 other girls have already bought. It's better to say that the dress is the last piece in stock.
Example: “Mom's training: 'How to Raise a Happy Child?' by Dr. Komarovsky. Already attended by 257 women! www.child.com”
3 Emphasize the Results After Purchasing Products or Services.
Every woman wants to know what she will gain, how she will look, what kind of relationships she will have, and what others will think of her. Therefore, it's recommended to describe the benefits and key advantages that are important to women. Even if you are selling a regular slow cooker, don't just mention its power or how many dishes it can prepare. Emphasize that the woman will spend less time cooking, leaving her more time for herself, self-care, and relaxation. Talk about how the meals will be not only delicious but also healthy, with minimal fat. Or, if you are offering travel services, highlight what's important for a woman: stress-free booking, a hotel by the sea, great photo opportunities, delicious and healthy food, the chance to see many new places, relax, restore health, and become even more beautiful!
Example: “With the 'Notebook' journal, you'll never forget your tasks, capture creative thoughts, recipes, useful tips, and take great Instagram photos! The best gift for yourself www.notebook.com”
4 Try to Build Trusting Relationships.
Provide guarantees, always include your phone number and a link to your website in the SMS campaign where they can find more information. Offer return options, 24/7 customer service, regular SMS notifications, send greeting SMS, and provide useful tips and life hacks. Test bonus campaigns. All of this builds trust!
5 Close the Need for Information Search.
Provide as much information as possible about your product in the SMS campaign to avoid many questions. The fewer questions a woman has, the more likely she is to be interested in the product. The subconscious decision-making process happens: I have the answers, I don't need to search for more information, so this is a good product. Immediately mention the discount, price, technical characteristics, bonuses, advantages, and contact details.
6 Appeal to Emotions.
Women want to be beautiful, healthy, and enjoy comfort and coziness around them. They want to build a career, have a high status, a positive reputation, and receive material benefits. Women are interested in creating relationships, families, and having children. These are the aspects to focus on in your SMS texts.
Example: “Pandora jewelry: highlight your status, sophistication, impeccable taste, and style. Be the woman who turns every man's head! www.pandora.com”
7 Provide an Opportunity to Help Others.
This is a small trick that yields effective results. Women like to help others. Run charity campaigns and inform your clients about them. You'll kill two birds with one stone: help, for example, children in orphanages, and stimulate sales. Use this approach: 5% of the cost goes to a charity fund, helping orphans, animal shelters, etc.
8 Compare Your Product with the Previous Version and Other Products.
Answer the question in the SMS campaign: why is this product better than the competitor's product?
Example: “The best rice powder among all cosmetics. Perfectly mattifies the skin and conceals all small imperfections. The new you, even more beautiful with 'Veda' cosmetics www.veda.com”
Conclusion
- Appeal to the emotional part of the female character;
- Provide more important details;
- Present the result women will get after purchasing your product or service;
- Emphasize benefits;
- Stimulate immediate purchases with promotions, unique discounts, and bonus programs;
- Use fewer technical terms, complex words, and parameters, and instead, use more emotional arguments and sensory words.
