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Leaving trillions of dollars behind, trailblazing women in marketing + media & copy resource of the week
Kimberly Houston
August 11, 2024
Hey, hi, howdy, and welcome to Issue #23 of The Subhead, a bi-weekly newsletter about copywriting, marketing & media, and a look at some of the women who make it great.
In today’s edition:
✨ This week in freelancing
✨ Leaving trillions of dollars behind
✨ Trailblazing Women in Marketing & Media: Nyesha Stone
✨ Copy Resource of the Week: Email Welcome & Promo Sequences
✨ Just for Fun
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This week in freelancing …
I might need to change the theme of this section to, “Interesting things I discovered while doing project research this week.”
For example, while working on an article about effective study methods for one of my favorite clients, I learned that one of the best ways to study – if you want to learn and retain information rather than simply memorize it until you complete an exam – is through a practice known as self-testing or quizzing yourself, sometimes referred to as retrieval practice.
I know it’s been a minute (or few decades, lol) since I was in high school & college, but I had no idea that the way me and everyone else I knew studied – the passive method of rereading, highlighting, and reviewing class notes or content from a textbook – was, as it turns out, just not that useful.
Oh well! I turned out ok, ineffective study methods and all. 😊
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Leaving trillions of dollars behind
Back in May, I read an eye-opening article in Adweek called, Consumer Brands Are Leaving Trillions of Dollars Behind by Ignoring Women Over 40: This demo falls off of marketers’ radars and media plans entirely—at least until it’s time to sell you Prevagen.
A couple of quotes directly from the article, with some jaw-dropping stats:
“Women drive 70-80% of all consumer purchasing, either through buying power or influence, and women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S.”
And …
“Despite this current and future financial power, most marketers are ignoring this demographic, and people … are taking notice. Most women in this demo think consumer brands underestimate their spending power and intellect, and only 5-10% of marketing budgets are earmarked for an over-50 audience.”
As the article’s author points out, “Imagine the opportunity for brands that recognize and respect the power of these audiences and decide to enter this vacuum by marketing to us directly.”
Indeed.
Read the full article here:
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Trailblazing Women in Marketing & Media: Nyesha Stone
Nyesha Stone founded Carvd N Stone (CNS), a media company & marketing agency that focuses on reporting positive new stories, with the goal of combatting “the negative news coverage from local, national, and global media outlets, to provide positive representation of Black and Brown communities in the media.”
CNS client services include public relations, marketing, consulting and event activations, with a client roster made up of corporations, nonprofits, and small business owners. The agency’s core focus is on creating, identifying, and packaging “positive news that changes the traditional narrative of Black and Brown communities.”
Stone founded Carvd N Stone in 2017, while getting a degree in journalism at the University of Wisconsin-Milwaukee. She’s worked for CNN, the Milwaukee Journal Sentinel, the Waukesha Freeman, Urban Milwaukee and the Shepherd Express. She was the first in her family to get a college degree, and the only person in her family to own a business.
Stone’s agency also gives back to the community through grants, scholarships and other community initiatives, having awarded $17,000 in such scholarships and grants since 2019.
All this, and she’s still in her 20s.
You can learn more about Stone and her company at the inline links above, or check out:
Nyesha Stone, the 26-year-old founder of Carvd N Stone shares what inspired her journey to create a media company focused on telling positive stories about Black communities.
26-year-old Nyesha Stone is the owner of media company Carvd N Stone and she is well on her way to success. She's also refreshingly honest.
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Copy Resource of the Week: Email Welcome & Promo Sequences
If you’re conducting any kind of business online, you likely already know the importance of having an email list and marketing to that list, however you define “marketing.”
One person whose emails I’ve been reading, enjoying and learning from for 6+ years is Tarzan Kay. There are some great free email resources to be found at Kay’s website, here.
Scroll about halfway down that page, where you’ll be presented with the opportunity to grab some value-packed freebies, such as:
WRITING YOUR FIRST PROMO SEQUENCE?
Not Sure what goes in a WELCOME SEQUENCE?
Check out these stellar free resources (and get on Tarzan’s email list) if you want to learn from a leading email expert whose emails are highly engaging, entertaining and full of instructive takeaways.
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Just for Fun
This is one of the most delightful articles I’ve read in months. I want to have this 9-year-old's confidence & ambition when I grow up!
When asked what she wants to accomplish next, chess prodigy Bodhana Sivanandan said, “I’m trying to become the youngest grandmaster in the world, and also one of the greatest players of all time.”
Bodhana Sivanandan, a fourth-grader, has become one of England’s best players just a few years after discovering chess during pandemic lockdown.
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That’s it for this week, my friend.
As always, thanks for reading, I appreciate you!
Be well. Stay curious. See you again in two weeks, on August 25.
Warmly,
Kimberly