Women want pictures of women in advertising to look like them Thinkstock image

Women want pictures of women in advertising to look like them.

Some Marketing Advice for the New Year

There are truly innovative, even ingenious, ways to express them old ideas, and re-formulate them so they appear new and refreshing. Women don't want you to tell them how wonderful your company is. Women want pictures of women in advertising to look like them. Do not show women pictures of things — HVAC units, trucks, toilets, electrical panels, etc.  

It's a new year, the time I receive them inane letters from folks not in my life anymore telling me how wonderful their dogs and kats are; how many vacations they've taken; how terrific retirement is; and how their children and grandchildren have managed to remain out of prison or rehab.

If we transpose these letters to the business world and look at them as marketing pieces, this is exactly the kind of advertising that does NOT interest your constituency — women.

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