Are You an Advertising Bully?

Women might think you’re an advertising bully if you’ve ever pitted one group against another, even in a seemingly innocuous manner.

Are You an Advertising Bully?

Marketing to Women Approaches Must Avoid Put-Downs

Comparative scenarios with one party at a disadvantage or portrayed as inferior make women uncomfortable, and they react surprisingly strongly. Even indirect language can trigger this reaction.

When my client Wachovia was developing a campaign addressed to women business owners, one of the ads we tested included the statistic Women are starting businesses at twice the rate of men. Would you believe that not one woman, but several women, immediately rejected that language on the grounds that it was putting down men? We changed the statement to read Women are starting 70% of all new businesses, and it tested much more positively.

Similarly, when my Allstate client tested a copy claim that stated Women drivers have 15% fewer accidents than male drivers. To women drivers everywhere, we say THANK YOU, a number of women in focus groups saw that as male bashing, objecting, “That’s just as bad as they’ve always been about us.”

Women don’t like putting people down. With their peer group mindset, we’re all in this together. (For more detail, read “9 Key Differences Between Men and Women That Affect Your Marketing Approach“)

In marketing to women, no people put-downs are allowed. That means men, competitors, other women– anyone. While fact-based product superiority claims are probably OK, if they’re not too heavy-handed, user-based superiority claims are definitely not. Keep it positive or show self-deprecating “me too!” moments that are very relatable to your customers’ life experiences.

This entry was posted in Advertising to Women, Differences between women and men, Market Research, Marketing to Women, Things women care about, Uncategorized and tagged , , , , , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

3 thoughts on “Are You an Advertising Bully?

  1. Kat Gordon

    YES! I have seen this phenomenon in action with many clients. I had one client that ran an online site for moms and they had a competition going where one school would win based upon activity. I told them that moms would want ALL schools to be winners because all kids deserve to learn. We softened the language so it was less of a competition and engagement skyrocketed.

    Reply
    1. Marti Post author

      Great example, Kat! More companies should use “community” instead of “competition” to motivate women – not only in the marketplace, but the workplace too, don’t you think?

      Reply
  2. Pingback: Organic Balance Keeps it Real in Fabulous New Marketing to Women Campaign | Marti Barletta

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