How and what to sell to men: advice from a professional marketer

Recently, the interest of men in the field of aesthetic medicine has grown significantly.

However, it's no secret that selling beauty products and aesthetic treatments for men can be challenging.

Male clients have some psychological characteristics and needs that must be taken into account by doctors and businessmen working in the field of aesthetic medicine.

Exclusively for estet-portal.com, leading marketer, high-class presentation specialist Dmitry Rozenfeld spoke about how to properly present and sell aesthetic medicine services to men.

Successful marketing: what is relevant today and what is left in the past

J.R.: "Quality Marketing" left in the past. That is, when we say that “we have the highest quality work”, “we have the best professionals”, “we have experience” – it's not relevant anymore, because everyone says so.

In the future, we will build certain communities around us. This should include people who use our social media, follow the news, – that is, they represent a loyal audience.

In any business, it is important to find and understand the needs of your loyal audience.

Loyalty is very low in the medical business: technical innovations appear continuously, attention is scattered, it becomes difficult to keep it.

It doesn't matter what you sell – it is important that they buy from you. This is – future.

You won't get new clients just because you're good. You already noticed it

What is the difficulty of men as clients compared to women?

D.R.: The fact is that men – very capricious, very fearful and very touchy clients.

Men have a hard time focusing on something that can have any long term – they are "always busy".

Large number of procedures, lengthy programs, time consuming – it's all complicated. Men need to get the effect of the procedure here and now, and for a long time.

Men's treatments should be demonstrably effective so that they can see immediate results. That is, a quick result, a minimum number of procedures and a long-lasting effect – this is what men need.

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What to focus on in advertising of cosmetic products for men

J.R.: Emphasis should be placed on the emotion of having a result.

It is important for a man to feel what he will become after he gets the result after using your products.

For example, a man doesn't just want his "skin smoothed out"; - he wants to become more attractive to women, become more competitive.

A man, first of all, wants to get some emotion or feeling for himself from having a successful result.

Don't sell men the result of – sell them the emotion of having the result.

Thank you for staying with estet-portal.com. Read other interesting articles in the "Experts" section. You may also be interested in: Selling Complex Services: Marketing Secrets