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Get Real

If you want to market to women, ground your message in reality.

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This story appears in the April 2008 issue of Entrepreneur. Subscribe »

When look at your , do they see themselves? For decades, advertisers have depicted an idealized version of women. But now, women are looking for their true selves mirrored in advertisers' messages. So abandon outmoded and unattainable ideals and positively portray real women. Also, understand that female shoppers approach the buying process differently than men. It's not about dumbing down the message or coloring the campaign in shades of pink; it's about creating a campaign that reflects women the way they see themselves, plus following these important guidelines:

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