Marketing to Women with Humor

Hey, Don’t Women Have a Sense of Humor?

Marketing to Women with HumorWith politically correct outlooks, the buzz surrounding micro-aggressions and our generally sensitive culture, it’s easy to lose sight of the fact that women have a great sense of humor. It’s just different from men’s.

Men’s humor grows out of men’s culture. Humor is another way to connect through the one-up/put-down mechanism, and the punch line to a joke usually plays on how some poor guy gets his comeuppance. Not surprisingly, women’s humor grows out of female gender culture. It operates on the dynamic of identifying with the person in the funny situation– the delighted recognition of a similarity you didn’t notice before: “OMG, that is exactly the way I am!” or “You’re kidding, your husband does that too?”

Young creative geniuses are always pushing clients to dare to be “edgy.” Forget edgy. Edgy means someone gets cut, and women don’t like to see anyone get hurt, even for a good cause. I’m reminded of a Lipitor commercial from a few years ago that shows a beautiful, Boomer woman walking down the red carpet. She’s glamorous until she trips and falls on her face. The message is, “High cholesterol doesn’t care who you are.”

Women do not find this ad funny. They’re worried about the fallen women and hope she’s OK, and that distracts them from even knowing what this commercial is about.

So, avoid male humor in your advertising, but please do make her laugh! Humorous marketing to women campaigns can have a huge impact for your brand, beyond one commercial spot. Women love to share the laughs, and no marketing effort is more likely to gain word-of-mouth exposure than something women find truly giggle-worthy.

This entry was posted in Advertising to Women, Differences between women and men, Marketing to Women, Things women care about, Women's Word of Mouth 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.

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