What NOT to Do in Marketing to Women

Busting myths and barriers about advertising to women

Have you noticed the omnipresent photos of women spinning around in fields on Instagram? Or perhaps, the memes of overwhelmed women drinking wine to cope or the tongue-in-cheek lazy husbands that are rife across social media? These saturated and stereotypical representations of women are not realistic or relatable to the majority of the female demographic. Don’t fall for this trendy trap when advertising to your female audience or risk losing them with slapstick jokes that are entertaining and connecting with the wrong age group (or quite possibly no age group whatsoever).

Are you going to buy a flowing dress or sun hat for your next picnic in a sunflower field? Probably not. Unless you are an Instagram influencer, then, maybe. For the next predictably staged outing and Insta post that resembles real life for nobody at all. 

These motifs have been running through stock photography repositories ever since the word ‘influencer’ became a thing. Along with the cheeky trend of strangely nonsensical phrases, typically on a neon sign, like “just breathe”, “good vibes only”, “I want it all” or “life is beautiful”. 

“In branding, it’s best to be real if you want to earn your female follower’s respect.” 

Probably the most frustrating misrepresentation on social media is the impeccable white and spotless kitchen and home. If you want to connect with the average woman, you should showcase what that actually looks like. The good, the bad, the pots, the pans, dog hair, and all. Try to avoid sugarcoating every aspect of life for women, they can’t relate to these trendy stock photos and food bloggers. In branding, it’s best to be real if you want to earn your female follower’s respect. 

Let’s put it all into one fool-proof guide for brands of the obvious trends NOT to follow when marketing to women. Trust me, if you want to see cash flow, sales, and new revenue streams, instead of just likes or digital “thumbs ups” and hearts… take notice! 

Avoid These Stereotypes in Marketing to Women for CPG

1. Women in Flowy Dresses Spinning in Fields

 

What NOT to Do: 

One of the more obvious trends happening in social and stock photos and subsequently across many unfortunate brand’s marketing campaigns. This is my personal observation, and if you won’t take my word for it, just ask any woman you know. Better yet, take a poll. We aren’t spinning in fields… and if we were visiting a field for any reason, we probably aren’t going to be wearing heels and a dress for the occasion. 

Do This:

The lesson here is to be aspirational, but not unattainable. Showing women relaxing and having fun is a YES, but showing women in an unrelatable setting is a NO. 

2. All Husbands Are Lazy and Laughable

Don’t Do That:

Sure, it exists, but is it truly the norm? As far as I can tell, the majority of happily married people I know co-exist in a way where husbands help out around the house and with the kids. That sounds a bit more normal, and if I’m wrong, I think divorce rates will be soaring along with these viral social media memes. 

Do This:

The lesson here is humor is good but NOT putting husbands down, rather focus on situations where women say “wow, they really get me”. Here is a better meme and probably leaning more towards what a brand should aim for: 

3. Women Love Neon Signs to Remind Us to “Just Breathe” and “Relax” 

What NOT to Do:

I would be truly shocked to find a neon sign in any female friend’s house, that says anything at all, let alone some silly phrase like “I want it all”.

What You Should Do:

The lesson here? Women want self-improvement, but with recognition of how hard they are working and what they are already doing well. 

4. White Kitchen, White Furniture, and it’s All Spotless 

What NOT to Do:

White backsplashes are great, and cupboards, etc., we can all appreciate some nice interior design, but it also requires constant cleaning, especially with children and pets, and that would be a better selling point than a superficially clean scene, “white furniture, white kitchen? Try Mr. Clean’s new line of bleach tools to keep your IG feed sparkling clean!”

Do This:

The lesson here is: progress not perfection. A lightly better version of reality to be aspirational, but not so far as perfection is the sweet spot. 

5. All Women Want to Look VERY Feminine, ie: Long Nails, Long Eyelashes, Long Hair, High Heels

Plenty of women simply don’t care what men think of their clothing, accessories, or looks. They are not always looking for male approval on their looks. Probably more true, is women want to be comfortable and be themselves, however that may look, but there is a good chance it’s not stereotypical.

Do This, Not That:

Oftentimes, looking good is more internal for women, so they feel confident and at their best. Women define beauty in different ways, while some prefer a more natural look, others define it in a more traditional sense. 

6. All Women Love the Color Pink 

When a company uses a splash of pink to market its products to women, it’s a cheap and ineffective attention-grab at the most powerful purchasing demographic on the planet. Usually, in an effort to charge more, known as the “pink tax” women are becoming increasingly savvy too.

Do This, Not That:

Give women some respect with your branding and marketing, don’t just make a package pink and call it a day. 

Advertising to women in a meaningful way will garner better sales and brand loyalty. Avoid some of the gimmicks I’ve outlined above and you’re off to a great start for your new (or old) product line. Cater to women with honesty, the truth is way more appealing than these stereotypical representations that are shockingly unrelatable for the vast majority of women. 

Ready to take your advertising to women to the next level? Check out my services or send me a message to set up your custom brand strategy or training session to start on the right foot with the female buyer.