Marketing your business isn’t always easy.

As A Woman Business Owner, if you’ve been saying to yourself “I thought I’d have more sales and success by now?”, this article is for you!

When it comes to creating marketing content, one of the biggest mistakes business owners make is getting stuck on WHAT they sell. 

While lots of women business owners are amazing at their craft, marketing that service or product is more difficult.

You’ve likely been in a situation where you’ve asked someone what they do and they reply to this effect, “I sell bathing suits for women with big bums” or “I sell coaching for executives” or “I sell CBT weight loss programs”. 

The reason so many women business owners are struggling to succeed isn’t because they’re not AMAZING, it’s because the marketing content they’re using to put their brand out there speaks to selling what their product IS, not what it DOES. 

Wondering What I mean?  Consider these marketing examples instead:

Marketing Example #1 – Women going on vacation don’t buy a bathing suit.  They buy a suit that promises to make them look skinnier, sexier and more desirable to everyone they’re around.  They want to feel incredible in front of other people, even if they don’t love their bodies.

Marketing Example #2 – Mom’s who are nursing don’t buy nursing bras. They buy a promise to help them alleviate embarrassing leakage moments in public spaces.  You’re helping them find a small piece of dignity after their body has been stretched, distorted and observed in public by many strangers, and you’re making their dreams of being an incredible yet dignified mom a reality. 

Marketing Example #3 –Women over 40 trying to lose weight aren’t buying a gym membership or diet solution.  They’re buying the promise of becoming a sexier, thinner, best version of themselves so they maintain their youth and sense of life. 

Marketing Example #4 –Women buying financial services aren’t buying Mutual Funds, Bank Accounts, Life Insurance products or RRSPs.  They’re not buying “How To Budget”. Women buying financial services and products are buying the promise of becoming independently wealthy so they can experience freedom and live a lifestyle without restrictions.

It doesn’t matter if you’re selling products or services, people hate being sold to … but they love buying things.  If you can remember this concept while you’re creating your content (that what you’re selling is actually based on the desire it satisfies or the problems it solves) your content will lead to an increase in sales.

Sound simplistic – it can be!

Think About Your Content Through The Marketing Lens Like This:

All of your programs, your website landing pages, emails, ads, lead magnets…. even the video explainers for who you are… all the way down to your elevator speech can be conveyed in terms of the problems your product or service solves and the desire it satisfies.

STOP sitting down thinking “I sell a coaching program” or “I sell mortgages, RRSPS or life insurance”  or “I sell bathing suits” because that’s NOT what you’re selling.

You’re selling their problem, solved.

You’re selling their inner desire, satisfied.

You’re selling their biggest hassle, removed. 

Never forget that.

Let me share two tips with you right now for how you can put this into action consistently in your business to sell more…

…no matter what you sell.


Marketing Tip #1 –First, before you ever start creating content, a funnel,  advertising, or an email marketing campaign, before you launch one more product or service STOP.

START by answering these three simple yet crucial questions. (For those of you who have been told start at the end, this is what this means.)

  • What problem does your product or service solve or desire does it satisfy?
  • Who exactly do you solve the problem or satisfy the desire for?
  • What is the method to solving that problem or satisfying their desire?

When you shift from selling into putting an emphasis on where it belongs, your prospect will pay attention to you. 

Most women business owners stay so focused on their product…. and the fact they want more sales…. that they create content and messaging that fails.

By putting the emphasis on your prospect, you’ll get clear on your customer, their needs and desires. That will help you bring a concise result forward helping you articulate what you provide. 

Now more than ever, showing your customers that their desire is possible is imperative for women run businesses to go from an idea to making an actual impact.

Marketing Tip #2 – The fundamental rule is that people only take action for two reasons; to move away from pain or to move towards pleasure. 

If you’re not clear on what your client needs, what they want or what their desires (pleasure) or problems (pain) are, you’ll consistently waste time, energy and money putting out content that no one wants.

Fix this by making a list. 

List off at least 5 desires and 5 problems your product or service solves for your target audience.

Then, next to each of those items write out the EMOTION that goes with that desire or problem.  

Like this:

Desire: Content That Generates Attention & Sales – Excitement

Problem: Content That Takes Time, Energy & Money But NO ONE wants – Frustration

Next, add the outcome if they don’t solve the problem or satisfy the desire?

Like this:

Desire – Content That Generates Attention & Sales – Excitement 

They Fail, Struggle, Get Depressed

Problem: Content That Takes Time, Energy & Money But NO ONE wants – Frustration

They Fail, Struggle, Get Depressed

Tying the emotion and the situational mindset to both the positive and negative perspectives gives you incredible power in both your understanding of what you’re really selling AND in your ability to communicate in your content.

Bottom line: STOP selling what your product or service IS. START selling what it DOES!

Implement these tips and your content and sales can’t help but take a turn for the bank!

Andrea Carter

Andrea Carter

CEO & Founder of Wealthy Woman Warrior™

Andrea created her proprietary mindset training, Power To Thrive™ over 15 years ago. She now infuses it with business development and professional development training so women can reach their goals quickly and easily without burning out.

Andrea Carter is on a mission to empower 1 million women to ignite their professional potential by 2025.  She believes that through training, collaboration and proven habits all women can succeed.

Check out her TedX Talk on the Pivot To Gender Parity Today!

By the way, if you liked this article, you’ll LOVE the Master Class I just published, “How To Create Content That Attracts Clients So You Grow Your Business Without Wasting Time, Energy Or Money”!

It reveals the top 3 proven principles every female small business owner needs to know about creating content. 

You see content has become much more important than most realize now that Facebook and other social media channels have changed their algorithyms. 

That means if you don’t know the psychology and marketing strategies to attract people to you, you’ll struggle to go from a 1: 1 model into a 1:many model.

Grab it for free here:

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