Re: Serious Trouble Promoting Website for Men

From: Jen Visser <Jen.Visser_at_Fiserv.com>
Date: Fri 05 Sep 2003 14:29:09 -0500

To start- you need to improve your web site. If you want to convince people
that you are experts in image consulting you need a professional, classy,
yet masculine website. You need images of men who look good (but not overly
effeminate, I would think) so that you can show your audience what you can
do for them. When I load your site all I see is a light blue background and
white bars- this doesn't tell me anything about you. It looks like the page
is supposed to contain flash objects - did you forget to move them to your
web server- the paths in your home page are all relative file paths looking
for a network/local drive.

Once you fix your image, you need more content. Examples. Before & After's
(you might have to do a few consultations for free to get these if you don't
have them already- do it, this is what will convince people you've got the
skills you claim to have.) Include more articles and information- give
people something to mull over while they're making a decision. Try to get
some advertising from well-known names... Ralph Lauren, Polo, Tommy
Hilfliger, Versaci... even if you give away these ads they will add to your
image.

How to promote the new site? Determine whether your target market is
actually the men, or the women around them. Maybe you have two target
markets- one that appeals directly to men looking for a change, one that
appeals to their mothers, sisters, wives & friends who would like to suggest
a change for them. You might want two different entry pages- one with a
direct approach (for the men) and one with a gentle push towards your
service (the site the women in their lives would send them to before they
get hit over the head with the clue stick.)

Target markets: have you tried all the dating websites? Advertising there
might be expensive, but I bet it would be your best source- target your ads
to the guys who haven't been getting call backs or have been on a lot of
first dates, but no second dates. Tell them you can help them improve their
appearance so that their personality seals the deal with the women they're
meeting. If these sites really don't accept advertising look at where they
advertise- and see if you can get ads on those same sites, right next to the
dating services. If they've found the sweet spots for advertising, ride on
their coattails- they have more money and time to spend on research than you
do right now. If you can't advertise on the sites- can you advertise in
their newsletters? You are offering a service that is relevant to their
industry. If you can't get that advertising- can you get them to write a
feature article about your service and link back to you?

I think you do have a viable service- look at the popularity of "Queer Eye
for the Straight Guy"- the show is fueling a market for you... all the guys
who see how the women in the shows react to the made over men, but who don't
have the courage or means to try to get on the show. Find those people.
Visit every message board for this show and post relevant content with your
email signature with a tagline for your business in every post. If someone
mentions so-and-so's haircut compliment Kyan's choice and tell them where
you'd go to get a similar cut; suggest alternative stores to find the
clothes Carson picks out for the guys. Realize that a lot of the posting
audience on these boards are probably going to be women- the men you're
targeting might be lurking and reading, or the women will pass your info on
to the men in their life who could use your service.

Good luck! I know plenty of men who could use the confidence boost from a
makeover- you just have to convince them that they can and will look better,
and that doing such a thing doesn't put their masculinity at risk. The guys
who already look good have already figured this out... and the fact that
women love a guy who looks sharp- too bad the others don't realize they
could look just as good with a little effort.




Received on Fri Sep 05 2003 - 14:29:09 CDT