Mainstream Marketing Doesn't Work for Women Business Owners

In Testosterone-Free Marketing, Denise Michaels provides marketing and sales strategies that magnify core strengths of women business owners.

LAS VEGAS, Nevada – April ___, 2007 – In the past 10 years, women have started businesses at double the rate of men, yet their sales growth lags more than three times behind. Do women business owners have poor business sense?

Absolutely not, says Denise Michaels in her book Testosterone-Free Marketing: The Yin and Yang of Marketing for Women. "Women business owners have the potential to market and sell better than men. We have excellent relationship-building skills, but we often fall flat when it comes to asking for the sale. The 'testosterone-heavy' way doesn't work with our style or how we think and solve problems as women. Yet until now, it’s been the only way available."

In a New York Times Magazine article, writer Lisa Belkin said 37% of women MBAs are not employed full time compared to 5% of men MBAs. Consequently, some claim women business owners don't possess the skills to succeed. Not so, says Michaels. "We're different. We believe in win-win. We don't want all the money if someone else's children go hungry.

More women are "opting out" of the dog-eat-dog competitiveness of the corporate world, which Michaels believes is related to the increase in the number of women starting businesses.

"Women business owners can be successful and create win-win, says Michaels. “But they won't find the answers in ‘old-boy, testosterone-heavy marketing.’ Women business owners need strategies that work for us. That's what I provide in my book."

"In the 70s and 80s, women knew they'd face workplace challenges. They faced it head on," says Michaels. "Many women today refuse to follow that model. They're forging new paths. But they must find marketing approaches that work for them. Testosterone-Free Marketing is about the power of attraction. It brings your marketing yin and yang in balance like a powerful magnet."

After mentoring 1,200 men and women, Michaels saw this Mars-Venus phenomenon first-hand. "When I ask men how they plan to market their business, they get excited. They lean forward and talk faster. Female clients, however, suddenly clam up -- crossed arms and all. This profound difference in men and women led her to examine marketing from a male-female perspective. Obviously, mainstream marketing doesn't work for women. It was too testosterone-heavy."

Michaels says traditional marketing approaches customers as conquests and client interactions as warfare, an approach many women business owners are uncomfortable using. "The women I mentor are smart, well-spoken, and dedicated," asserts Michaels. They’re passionate about their business, yet remain uncomfortable with marketing and selling. They start wondering if there's something wrong with them. They've read marketing books and attended seminars. The concepts make sense – until they try to put them into practice.

"Learning marketing tactics and applying them to actual business situations are two entirely different things, especially when those concepts work against women's natural relationship-building skills. These women just need to discover marketing from a

‘testosterone-free’ perspective," concludes Michaels.

Michaels' marketing expertise comes from over two decades of small business marketing experience. Additionally, she helps male and female entrepreneurs create thriving businesses that provide more money, more family time, and more personal satisfaction. Her marketing expertise, combined with a fascination for gender differences, led her to create her unique testosterone-free marketing system.

To learn more about Michaels' proven Testosterone-Free Marketing system, follow this link: http://www.tfmbook.com.