Myths About Marketing to Women

no-saleA quick look back at some of the myths about marketing to women.

MYTH #1: Why target women? Afterall, men average a higher income than women.
TRUTH: Whether or not this is true, women are the ones making the purchases.

Studies continue to vary somewhat on who makes more. And averages tend to throw things off since income is not always an indicator of total wealth.
But none of that matters really, because even if a woman does not work,  […]

MYTH #2: Gender-specific advertising is a waste of marketing dollars.
TRUTH: Bad Gender-Specific advertising is a waste of marketing dollars.

There is a Clear-Blue Easy TV spot running right now that blows my mind. It features the test-stick in mid-air, slowly spinning against a black screen. The first time I saw it, I had to do a double […]

MYTH #3: Women only buy “women-things.”
TRUTH: Yes, if you consider electronics, NFL swag, tools and automobiles “women-things.”

There’s nothing “girly” about these stats:
The Consumer Electronics Association says women accounted for $55 billion of the $96 billion spent on electronics gear. And, that women are involved in almost 75 percent of all electronics purchases.
Par Excellence Magazine states 74 […]

MYTH #4: The only reason to market to women is to diversify and remain politically correct. But staying focused on business should be the top goal.
TRUTH: Women aren’t a minority you need to address them to keep everyone “happy.” Women are the majority of your market.

Women are making 85 to 95 percent of household spending decisions. When a segment of the US market is making […]


Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

No Responses to “Myths About Marketing to Women”

  1. Stephanie
    I agree. What more can you say. Advertisers really don’t get it.

  2. Stephanie,

    I couldn’t agree more. (BTW – what is up w/ the “pee on the razor-pregger stick ad” – that agency gets an F!).

    Can I buy you a cup of coffee and chat sometime (as in I send you a coffee gift certificate, you p/u said coffee, we chat.)


  3. As to myth #1: Even when true, most guys I know want their wives involved in the buying/deciding process. 2 heads are better than 1. As to myth 3, my wife’s as much into tech as I am.

  4. Fascinating how similar your myths and insights are to my Eight Myths of Marketing to Women: The Myth Resistor, published in the first edition of my book, Marketing to Women (2003). I guess it’s true there really is nothing new under the sun!

    Marti Barletta, author, Marketing to Women
    Second Edition (2006), now available in 17 languages

  5. […] Myths About Marketing to Women by Stephanie Holland at She-conomy. 85 percent of all brand purchases are made by women. You should know this stuff. […]

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