Hasta La Creative!

It’s 2013. But if you spend any time reviewing advertising and marketing initiatives aimed at women, you could think it's 1993. So many marketers are still missing the mark when it comes to creating authentic and meaningful relationships with them.

The first step toward better and more effective marketing to women is to avoid the three most common mistakes being made today.

Trying to connect by being “relatable.” This is the idea that, “We need to demonstrate that we understand her and her needs.” It's not a bad goal, but too often it leads to advertising that depicts women in stereotypical situations, with stereotypical dialog that ends up feeling disingenuous and even insulting — the opposite of the intended effect.

Continue reading at AdAge.com