There's Yin, and there's Yang. There's a man, and there's a woman.
You can't live without one or another. And let's face it. We're not same!
So when you're writing your ads or sales letters, you should keep in mind that, "Men are from Mars and Women are from Venus". I know....I know! Although men don't enjoy that book as much as women do, nature of gender differences is unarguable. We were not born same....that's all.
There's always a psychological barricade based on our gender differences. You can't write to men, thinking they're from Venus. Likewise, you can't write to women, thinking they're from Mars. You can't let them collide!
Always remind yourself what it is that keeps them glued to your page! Then make a list....
** For men, top things on their minds are sports, cars, high-tech toys, computer games, politics and finance.
** As for women, top things on their minds are fashion, beauty, diet, celebrities, horoscope and jewelry.
Now, what you can do is do a little research. Go buy a few magazines that are not in your area of expertise. Or if you like, you can just ask your boyfriends, girlfriends, husbands, wives or even your kids about latest trends. I guarantee you'll get a lot of eye-opening, cutting-edge ideas.
Notice words, adjectives or technical terms they use. Don't forget to remember names of important persons in that particular field. Get a glimpse of what's HOT and who's COOL! This way when you write, your prospects will feel that you're NO ALIEN. They'll feel that you're part of GANG!
Suppose you're targeting male prospects, mention something eye-catching like:
Nascar, Formula One, Ferrari, DowJones, Nasdaq, Bill Gates, Tiger Woods, Michael Schumacher, Sammy Sosa, Michael Jordan, .....