The Problem With Advertising to Women.

November 9, 2007

Pretty soon, I’m gonna be working on some pretty lady-centric ads for one of my clients. The client really wants to focus in on women.

I say awesome. That’s great.

My worry? We can’t talk to women like they’re women.

Like, “hey ladies! Let’s go get hot and go running and do yoga. It will totally make us feel good.”

No no no.

Think about it – you could never take that same message and flip it for men: hey dudes! Let’s go get hot and go running and do yoga. It will totally make us feel good.”

It just… wouldn’t resonate with men. And honestly, the first example doesn’t do a hell of a lot to resonate with women. It just makes women feel like they’re being spoken to. Like… some brand out there is sooooo sure they have them all figured out.

I definitely have some ideas about how to approach our upcoming assignments. I just hope to God that our client doesn’t want us to pink yoga crap. There’s so much more to us women and what we’ll respond to. Perhaps it’s time for us to do something completely new and unexpected.

Like… NOT talk “to” women.

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