How to Avoid Generic Brand Messaging for Women

You’re not selling to “35-year-old women who just started lifting.” You’re selling to: 👉 35-yr-old women who just started lifting 👉 because the weight won’t budge 👉 because their energy tanks by 2pm 👉 because they’re realizing their health isn’t a “nice to have” anymore—it’s the foundation for everything else. This is what most brands miss. They target demographics, but people don’t buy because of demographics… They buy because of emotional pressure. Because something changed. Because their old tools stopped working. Because their identity is shifting, and they’re trying to keep up. And here’s what that means inside your ad account: When your messaging reflects surface-level traits (like age, gender, stage of life), your ads look like everyone else’s. That leads to: ❌ Lower CTR ❌ Higher CPA ❌ Fatigue faster than you can scale But when you speak to the underlying reason someone is ready to buy… → the moment they said “I’m over this…” → the friction that finally became unbearable → the specific future they’re trying to create That’s when the metrics change. ✅ Higher hook rates ✅ Faster message/ad/offer fit ✅ Easier scaling with fewer creative tests 💰This is how you cut CAC without cutting corners. Stop targeting the persona. Start targeting the psychological moment they’re in. That’s how you win.

🏮 Your landing page is killing your conversions. Let’s say you run a 𝘀𝗸𝗶𝗻𝗰𝗮𝗿𝗲 𝗯𝗿𝗮𝗻𝗱. You launch two ads: 👉 One calls out 𝘄𝗼𝗺𝗲𝗻 𝗶𝗻 𝘁𝗵𝗲𝗶𝗿 𝟮𝟬𝘀: “Oily skin? Breakouts? Fix it before it gets worse.” 👉 Another speaks to 𝘄𝗼𝗺𝗲𝗻 𝟯𝟬+: “Fine lines & wrinkles? Reverse ageing naturally.” But then… you send both to the 𝘀𝗮𝗺𝗲 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲. A generic page talking about “healthy skin for all.” Guess what happens? 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀 𝘁𝗮𝗻𝗸. Why? Because a 𝟮𝟱-𝘆𝗲𝗮𝗿-𝗼𝗹𝗱 dealing with oiliness and breakouts isn’t thinking about wrinkles. And a 𝟯𝟱-𝘆𝗲𝗮𝗿-𝗼𝗹𝗱 worried about aging skin doesn’t care about acne control. Here’s how to fix it: ✅ Identify your ICPs. ✅ Break them down into different personas. ✅ Build 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 tailored for each. ✅ Build 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲𝘀 that continue the same messaging. 🔹 𝟮𝟬𝘀-𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲: Talks about oil control, preventing breakouts, and early skin damage. 🔹 𝟯𝟬+ 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲: Focuses on collagen, hydration, and reversing fine lines. Your ICP callout can’t stop at the ad. It has to continue on the landing page. Same creative, same persona, 𝘀𝗮𝗺𝗲 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲. That’s how you scale. Thoughts? 👇 #LandingPage #PerformanceMarketing #CRO

HOW DO YOU MARKET TO PEOPLE AFRAID TO EVEN SAY THE WORDS “PAINFUL SEX” OR “POSTPARTUM DESIRE” OUT LOUD? One of the most rewarding parts of the MySine strategy project was defining detailed audience personas for a femtech brand operating in a highly sensitive, often taboo space. We didn’t want generic “women 18–35.” We wanted to understand their real lives, pain points, and needs. Some of our final personas included: • The Informed Intimacy Seeker: Urban, health-conscious, eager for scientific guidance. • The Quietly Curious: Private, cautious, needs anonymity to learn without shame. • The Postpartum Rediscoverer: Navigating identity, desire, and intimacy after childbirth. • The Cycle-Conscious Planner: Interested in hormone-driven libido changes, planning for pregnancy. We mapped their pain points (shame, misinformation, partner communication gaps) to specific messaging strategies and channels This wasn’t just segmentation—it was about empathy and inclusive design. ✨ Have you built audience personas for taboo or sensitive categories? I'd love to have a conversation and talk more.... . . . . #UserPersonas #AudienceStrategy #Femtech #DesignThinking #BrandStrategy

If you want to attract women consumers at your emerging brand, here's a free tip: Make content for women BY women: 🟠 Take Dove, for example. Their "Campaign for Real Beauty", which first launched in 2004, was originated by Debra Fried and Jacqueline Leak from Ogilvy, New York. The campaign increased Dove soap sales from $2B to $4.5B over three years, and it turned Dove into a cultural movement. They worked with renowned photographer, Rankin. They opted to do no retouching for this campaign, which paved the way for other brands to start doing the same. (My only note is if this were a campaign created in 2025: put a woman photographer behind the lens and have a woman-heavy crew). 🟢 Partake Foods, founded by Denise Woodard in 2016, is consistently highlighting and lifting up other women and telling their stories across their social accounts. Women contend with feeling like they have to deflect and downplay their own accomplishments. Seeing other women break out of that thought cycle can break us out of ours, and then we are all more empowered. Partake has done something really special in their content: they have elevated other women, and in turn elevated themselves. If you want to connect with women consumers: Be more thoughtful about who is leading your creative -- don't necessarily just go with the first creative director who you think of or know. Take some time to figure out who will create your brand's mood. Take a beat and contemplate who you're going to put behind the lens. Create a strategy around who will be the face of your brand in front of the lens. Uplift and empower women in your content. Which other brands are really hitting the mark with women?

🌸 So I came across this article about how the Oscars have basically become the Super Bowl for brands marketing to women... I did not expect Poise to be leading the change. Yep. Bladder leaks.   Front and center. Katherine Heigl, in a prime-time Oscars ad, talking about the coughing-fit panty blitz.  And honestly?  It was brilliant. Then it hit me:  This is the future of marketing to women. 🌸 TAKEAWAY Here’s what brands are finally realizing: 1️⃣ Women over 45 have huge buying power.  2️⃣ Authenticity beats perfection. 3️⃣ You don’t need an Oscars budget to make an impact.   At the end of the day, the most effective brands aren’t just selling a product—they’re recognizing real experiences. They’re not saying, “Here, buy this.” They’re saying, “We see you.” And that’s the real shift:  Women don’t just want to be sold to.  They want to be seen. 🌸 ACTIONABLE TIPS: So, what can smaller brands like you and me learn from this? 1️⃣ Real talk wins. Drop the overly polished “everything is perfect” branding.  Women want truth. Be real, be relatable, and speak to what your audience actually experiences. 2️⃣ Start speaking to women 45+. They have huge spending power and brand loyalty.  Yet most marketing still prioritizes younger audiences. ✔️ Review your customer base—are you unintentionally overlooking this group? ✔️ Adapt your messaging to include topics, visuals, and language that resonate with them. 3️⃣  Target smarter, not bigger. Big brands spend millions on prime-time ads.  Small businesses?  We can get hyper-targeted with our reach.  Find where your audience is already engaged—niche communities, specific platforms—and show up there. 4️⃣ Balance boldness with optimism. Oscars ads tackled real issues but kept them fun, empowering, and engaging.  Your brand’s messaging should do the same: ✔️ Inspire, but also energize. ✔️ Educate, but also entertain. ✔️ Be relatable, but also aspirational. 🌸 Do you agree? Anything to add? Would love to hear your thoughts! #MarketingToWomen #BrandStrategy #Oscars2025 #MarketingTrends  #SmallBusinessTips #BrandMessaging