There’s an agency here in Winston-Salem called Frank About Women and they specialize in, yep, marketing to women. I’m thinking that when I launch my agency it should be called "Disingenuous About Men" because, well, isn’t it obvious? Here’s a couple of blurbs from the Frank About Women home page:
We are skilled at transforming cultural knowledge into gender-savvy marketing programs.
We are immersed in the beliefs, behaviors and evolving expectations of women.
I think my blurbs would read:
We know what men want, but then who doesn’t?
We have stock photos of lots of nubile women. What do you want us to put them on?
I’m gonna be rich!
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Befuddled 
It’s part of the Mullen agency, Winston’s rap music home.
You are definitely onto something, Jon. I am now doing a lot more research on men as consumers, after years of studying up on women – and it is a lot more fun. I feel like marketing to men usually involves quite a bit more humor. Let me know when you open up your agency – I could use help in my men’s market research!
You’ll be the first I call! I’d say the evidence re. humor can be found every Super Bowl with all the beer commercials. Maybe the stereotypes work with men because, 1. by and large they’re true and 2. we don’t mind it:)
Jon
Hi Jon, well…I am going to shock you further. Four years ago, hoping to help online retailers sell to women, I wrote a book about Smart Marketing to Women Online. A MAN (in advertising) suggested the title, and I ran with it — ready, the book is called, Dick*less Marketing. Wait, there’s more… it discusses dragging your butt out of that old 20th century world where Dick and Jane were good little kids and where Dick was going to be in charge when he grew up.
Well, he grew up, Jane grew up and… it’s a Dick*less world now. Jane does not need a man’s permission to shop, Jane has plenty of $$ to shop, and if you’re marketing online, I say you should be going for Jane – not Dick. Go Dick*less, it doesn’t hurt. In fact, it’s Smart Marketing.
(guess what – more men get a kick and a laugh out of my title than women – go figure!)