Lesson #1: We Are Not The Same

"Can you verify that this message will resonate with Black women?"

It's the question I've been asked on more than one occasion over the past few years. There's an urgency behind it that humbles even the most seasoned CMOs, brand managers, publicists, and founders. That's because the consequences of "No, it won't" in today's marketplace are far greater than they've ever been. In fact, saying the wrong thing to the right group of people can be business and reputation-shattering - as we've all seen.

The strategic approach to attracting, engaging, and converting any audience begins with understanding the layers that lie beneath the obvious demographics we see on the surface.

Perspective, personality, and preferences vary greatly in ALL consumer groups, which is why my response to that question is always the same:

"Which ones?"

Which segment of the multibillion-dollar Black female consumer group inside the multibillion-dollar beauty industry are YOU looking to reach?

If my question to the question sounds loaded, that's because it is.

It is because the initial inquiry is as vague as it gets in messaging and brand building.

And if we're talking about real brand building, it is the wrong question entirely.

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Since the murder of George Floyd in 2020, brands in every industry - especially beauty and fashion - have endeavored to be more inclusive. The tragedy of the incident brought to view a certain ignorance that wasn't widely criticized at industry scale until recently.

Businesses of all sizes have examined not just the lack of Black women apparent in their visual stories (advertisements, magazine spreads, social feeds, websites, etc.), but also the linear messaging that never, ever?took into consideration the very viable and sizable could-be consumer group on the receiving end.

As observed in a 2019 Nielsen study, Black women spend an estimated nine times more than their non-Black counterparts on hair and beauty products. It's surprising that an intentional focus on crafting authentic words to Black women was - for the most part and for most - not at the top of the agenda.

Today it is. For the beauty brands that I serve, it's Priority #1.

But, despite what is typically pure intention, the manifestation of a "more inclusive brand" is often riddled with MISTAKES - the same ones that got us here to this grand place of reckoning. The errors of those marketers, writers, and brand builders stem from one distinct fallacy that MUST be shattered if we're ever going to make any real progress:

Black women are a monolithic group with just one vernacular.

Here's the reality:

We are NOT.

WE ARE NOT THE SAME.

We don't ALL ...

• say "Sis"
• only "buy Black"
• express excitement with "Yasss!"
• refer to the first day of the week as "self-care Sunday"
• "want to be heard" as much as we want to be understood

We're not ALL ...

• captivated by pop culture
• attracted to "down-to-earth" messaging
• moved by the word, "inclusion" in a brand description
• sold on a deal or discount
• in need of affirmation on our "natural beauty"

While there are a few universal rules of engagement that most Black women would subscribe to, my point is that there isn't just ONE WAY to speak to us.

The right language to attract, engage, and convert Black women on your brand's behalf should be uncovered through research, insights, and then instinct. It's the same approach we take to understand anyone (and everyone) we ultimately want to sell to.

Let's not forgo the fundamentals to be first (or to not be last). Remember, crafting a message that appeals to a more diverse audience shouldn't just be for the moment; it's a long-term strategic decision that's worth taking the time to get right.

Ask yourself and your team the real question:

What kind of Black woman is our brand designed to serve?

Every word flows from there.?

Join me every Monday this month for "Words to Black Women," a 4-part LinkedIn Lesson series dedicated to teaching beauty brands everywhere how to attract and convert the industry's fastest-growing, most loyal, and language-sensitive consumer segment -?through words.

Invite your beauty industry colleagues to subscribe and engage in the comment section.

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Amber Williams & Company?designs voice and messaging strategies for premium beauty brands looking to attract and convert today’s most diverse luxury consumers. Through Brand Intensive sessions for small businesses to full strategy and marketing team trainings for corporate clients, our signature approach helps businesses find the right words to authentically speak to the audiences they’ve always wanted to reach.

Our clients have been featured in Vogue, Elle, Allure, Cosmopolitan, Oprah Magazine, Fast Company, Forbes, and more. Amber Williams teaches brand voice and messaging to fellow entrepreneurs at the Tory Burch Foundation and the Female Founder Collective's 10th House.

You can learn more about our philosophy and services at?www.amberwilliams.co