An Open Letter to Canadian Brands Who Are Ready to Listen

PowHERful women are sophisticated consumers.  We know what we need, and want you to ‘Stop selling!’.  In fact, we’re demanding more from the brands we’re most loyal to and are writing an open letter to Canadian brands who are ready to listen to communicate the same.

Canadian Brands | PowHERhouseMarketing used to be about advertising, and advertising is expensive.  Today, marketing is about engaging with the tribe and delivering products and services with stories that spread.” – Seth Godin, Tribes

We’ve done our research and are now ready to invest in the brands who best match our criteria.

We demand great value, exceptional service and want to know that our investment in your brand will in some way be reinvested in what we care about most – building strong women, strong families and strong communities across this great nation.  It goes far beyond ‘supply and demand’ for us.

We want to see your vision and values in action, that you care for your people, and stand behind your brand’s message 110%.  Anything less is no longer acceptable.

We’re demanding a shift in ‘advertising’.

We’re already powHERful.

We ARE enough.

If you still rely heavily on display advertising that focuses on how your product or service provides a ‘fix’ for Canadian women by making us skinnier, smarter, wealthier, happier or prettier – don’t bother.  We’re not listening to those messages.  We gloss over them.  We’re done.  We know that we’re already powHERful.

What we need are no bull-sh*t solutions.  Solutions that help us to build a consistently stronger daily practice of powHERful living.  And yes, it is a practice.  We know that need to eat well, exercise, and practice self-care.  We need to know our numbers, network and manage our time wisely.  We need to create space for fun, family time and volunteering.  Easier said than done.  Brands that provide us with tools, strategies, life hacks, and services that strengthen our practice are the brands who continually earn our loyalty and become indispensable.

Humanize your brand.

People sell people.

Women want to know what’s working for other women.  We not only admire inspirational role models, we want to pick their brains!  We don’t have time to reinvent the wheel or to learn by trial and error.  That’s old and inefficient.  An effective and authentic way to connect your brand with Canadian women is by celebrating Canadian women and supporting a conversation of what keeps them strong in their lives.  We also want to know about the women on your team, how you support them and why they believe in you.

Choosing the brands that become a part of our lives for the long-haul is no different than choosing our friends:  You must be accessible, a good listener, and demonstrate that you really are who you say you are.  We need to see it – in action.

Brand strategist Aileen McManamon feels “We are beyond the ‘audacity of honesty’ introduced by campaigns such as Dove’s ‘Real Beauty’ campaign.  Dove said, ‘Yes, we can play a part in you feeling beautiful, but we are not the source of that beauty’, and genuinely turned the premise of being the ’empowering factor’ on its head.”

Brands’ presence in social media demands that they behave socially, as friends do, and participate in the give and take of life, and behave as a good actor in our communities, in real terms.”

Word-of-mouth referral marketing.

Creating a community of advocates drives revenue and growth.” – Apple

PowHERhouse has created one such community and continues to strategically build it stronger, every day.

*Did you know…

·        65% of new business comes from referrals;

·        You are 4x more likely to buy when referred by your friend;

·        A referred customer has a 16% higher lifetime value;

·        Online community users visit their favourite brands websites 9x more often than non-community users;

·        40% of small business owners say that referrals bring in bigger returns than traditional marketing.

At PowHERhouse, we are passionate to redefine the role of women’s media in Canada and the impact we know it can make.  A huge part of that is shifting the way brands communicate with women.

If you’re interested to learn more, let’s set up a creative conversation.

PowHERhouse Media Group


*Source:  Jeff Epstein,


  1. Mhairi on August 29, 2016 at 11:27 am

    When I started out in business launching Out-Smarts almost 15 years ago now, I decided from the get go that my business would be build ethically. No hard sell. No spin marketing. No cold calling. No manipulating and lying to get clients to sign up. Instead my business has been built on solid relationships, authenticity, giving back to the small business community, over delivering and most important of all mutual respect.

    There’s a major disconnect between advertising, branding and reality, there has been for a while and it is great to see that people are becoming more savvy and more aware.

    PS The decisions I made at the start have paid off big time. I have the best clients, get to work on the coolest projects and I can sleep at night. I encourage everyone to stop selling and start building relationships – it’s worth it!

  2. Dana Caple on January 20, 2017 at 9:37 am

    I really appreciate how well defined this is presented for brand presence. Personally, I want to know those brands that will support where I am going as a woman who has made it a mission to support..all that we PowHerful women are committing to: creating a better environment, making choices that count, supporting foods that feed our bodies and our children with gmo free nutrition, supporting deodorants and cremes that don’t use animal products. I could go on and on! I want one place; one magazine that I know has vetted the brands…so I can chose wisely to make it a better world!

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