I've been reading Jory Des Jardins' blog Pause... for some time now. I like her sense of humor and style of writing. In a parallel universe, I'd be Jory. Her latest post What do Women Want had me nodding my head in recoginition and, occasionally, embarassment as I found traits of myself in her post. She recently attended a marketing seminar focused on marketing to women. Her thoughts about the seminar reflect what I feel on most days.
I mean, I'm a woman by definition, but I've never felt I was a typical female. I've spent an inordinate amount of time being the anti-female. Not male, per se, but not exactly a card-carrying, silicone inserting, meal skipping, child-bearing, strappy-heel-wearing type either. I figured perhaps they could enlighten me, as I often struggle with that question; not so much, "What do women want?" but "What do I want?" Maybe, by being surrounded by other women who could provide statistic breakdowns of what we seem to want, I would get some ideas. Maybe, along with some swag and a few business cards I'd score an epiphany. I felt fortunate being there on a don't-really-need-to-know basis. Those whose livelihoods depend on marketing to women are fairly screwed; imagine resting your career on an ever-shifting market. The opening presentation, given by Frank About Women, asserted that demo targeting is a no-no when marketing to women. Afterall, who is, say, the typical mother of a small child? Today, she's in her teens, 20s, 30s, 40s, 50s, or older if she's the primary caretaker of a grandchild. She's got a husband, or no husband, or maybe a wife. She spends her husband's money, or she spends her money on her husband. She floats between monikers of stay-at-home Mom, career woman, desperate housewife, DIY home renovator. Whoever she is, she prefers that you provide her with a solution, not a lifestyle option--she's already made her choices there, thank you.Read on at Jory's site.