Forget copywriting – that football, eh? It’s brilliant. The way they’re all kicking the ball around, and then it’s like, wow! Right into the goal. Yeah. Offside rule. Definitely.
Now, don’t be alarmed, but that was pure guesswork. I know nothing about football. But still I am a guy. What’s with that?
How Can Copywriting Target Men?
First of all, let’s get the stereotype out of the way – not all men are solely interested in sex, football, beer and fighting. Some men only like a couple of those things.
But copywriting for a target audience of men inevitably means drawing on certain stereotypes. After all, the reason that cliches become cliches is because they are, in many cases, accurate. The only reason we rebel against them is because they are repeated so often.
That’s not to say that all men can be distilled into a stereotype, although that would make copywriting for them incredibly easy. But, just as with women, being aware of the stereotypes is incredibly important.
I recently did some website copywriting for a firm that would help men to order flowers for the women in their lives. The instinctive voice here was unashamedly blokey – ‘It’s fine that you’re lazy, we can help you out.’ At the client’s request, that sensibility spilled over into the copy.
But I don’t fit that mould. The reason I would want my better half to receive flowers regularly is not so that I can get in her good books, but because she deserves them. If I were a potential customer, I would want copywriting that inspired my sense of good old fashioned romance.
Gender Copywriting Makes Niches Easy To Spot
Going back to the idea that cliches and stereotypes are fundamentally based on truth, I could well be in a minority. Maybe the blokey approach to copy for my flower selling client would connect with a larger number of potential customers. But is more always better?
Successful companies use targeting based on a much smaller demographic than gender. Focusing your copywriting on the men or women that don’t fit the stereotype may not reach as many people, but, for those minorities that you are addressing, the feeling of inclusion is a powerful selling tool.
As a copywriter, understanding the stereotypes is essential – but not as a shortcut to targeted copy.
Instead, use the stereotypes to build out a voice that speaks more intimately to a smaller, select group of people.