Because you're worth it

Copywriting for midlife women

I’ve been exploring the emotional triggers for midlife women’s buying decisions, then looking at whether brand language reflects them authentically.

By the way, I’ve also built a Knowledge Vault for brands and marketers hoping to target midlife women. You can consult it here (free, no sign-up needed for now).

We all rationalise our reasons to buy. ‘Because you’re worth it’ is an interesting reason for midlife women. Unlike the pain point messaging in my previous post, it comes from a place of self-worth.

Just as there’s not one single reason why midlife women decide to buy, because you’re worth it isn’t specific to this age group alone. It doesn’t just apply to women at their midpoint.

However, it’s a powerful emotional trigger for many of our nice-to-have purchases. Let’s dig in.

Self-worth versus pain point copy

Because you’re worth it is powerful positive alternative message to pain-point copy about ageing that I dealt with in my last post - Is your neck ageing faster than your face?

Take this self-worth messaging from JD Williams, a fashion and home brand aimed primarily at women - Admit it, this age thing suits you.

I’m convinced that human to human copywriting would do better to sound conspiratorial like this, rather than critical.

Admit it, this age thing suits you. (JD Williams)

Brands are not just talking to midlife women so they can meet their inclusion and age-diversity targets. It makes economic sense to target older women too.

Midlife women’s spending power and influence means they make key decisions about high-ticket expenditure, from holidays to furniture.

And let’s be cynical for a moment too. Appealing to an older female demographic is diversity-signalling to the younger market as well.

I’ve assumed that the brands I mention in this post have midlife women as one of their target customer groups.

I’ve taken real brand messaging (mainly from social media profiles) to illustrate this self-worth messaging trope.

The big theme: Because You’re Worth It

Instead of poking at real or invented midlife pain points, this type of messaging focuses on self-esteem and reward.

• You’re worth it because of the things you’ve been through.

• You’re worth it because of what you’ve achieved.

• You’re worth it because what they said about you was/wasn’t true.

• You’re worth it because you belong.

I’ve identified 3 messaging sub themes around self-worth for midlife women

1. Invest in yourself.

2. Take a stand.

3. The best is yet to come.

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Sub theme 1: Invest in Yourself

This messaging theme focuses on longevity or agelessness, and usually makes a feature of brand heritage. It’s often used for investment pieces or premium products.

Here’s the suggestion -

You’re a legend, just like us. You deserve to invest in yourself.

How do you recognise Invest in Yourself marketing?

Look out for this simple copywriting strategy - does a key message include the word since?

Here’s the theme in action -

Bringing quality, considered design to the British High Street since 1970. (Jigsaw)

The Joy Makers, since 1993. (Cath Kidston)

British pioneers of slow fashion since 1990. (Celtic and Co)

Celebrating British heritage, incredible colour, beautiful fabrics & thoughtful details since 1993. (Brora)

Since 1707, Fortnum & Mason has been home to extraordinary food, joy-giving things and unforgettable experiences. (Fortnums)

This copywriting tactic also owes something to the notion of stealth wealth. Or, as Forbes calls it, the ‘Old Money’ aesthetic.

That’s why the Invest in Yourself (because you’re worth it) theme usually focuses on quality over quantity.

Me & Em messaging mentions the most flattering investment pieces, and style for now, and forever.

Meanwhile Saga’s Experience is Everything campaign conjures up the luxe, wood-panelled members’ club vibe - Don’t call me old-fashioned. Just pour me one.

I googled favourite Gen X brands and Boden popped up at the top of the list. Here’s Boden’s Invest in Yourself language -

Buy better. Buy less. Wear more.

To which, of course, any sensible marketer should add, sotto voce - pay more for each piece - otherwise the brand is toast. Sustainability has its limits. But do please invest in yourself. After all, you’re worth it.

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Sub theme 2: Take a Stand

This copywriting trope suggests that your buying choices are motivated by social consciousness.

Of the three themes here, this is the hardest message to pull off with authenticity. It’s quite a stretch to imply that by simply buying a product, we’re demonstrating or building our self-worth by contributing to social change.

Cue those bland and ubiquitous verbs like empowering and unlocking. It doesn’t take much for midlife women like me to raise a cynical eyebrow in response. “So wait, by shelling out for this collagen-boosting face serum, somehow I’m empowering …?”

Taking a stand seems to go in one of two directions. Some copy evokes collective change, while other copy pushes a message of stand-out individualism.

It’s quite extreme. Either we’re all in it together, or you’re out on a limb, being unapologetically you, stirring stuff up and not giving a sh*t.

By the way, if you’re interested in the debate about brand purpose, the most thought-provoking deep-dive I’ve read recently is Nick Asbury’s three part series here on Substack.

I’m not entirely cynical about tying brand purpose to customer feelings of self-worth. Whatever way you look at it, it’s a big improvement on the ‘is your neck ageing faster than your face?’ messaging I wrote about in my last Substack.

Let’s take a look at Take a Stand (because you’re worth it) copy motifs in big brand Instagram profiles -

Let’s Change Beauty together and help raise self-esteem in the next generation. (Dove)

Because we are all worth it. (L’Oreal Paris) This remix made me smile, as L’Oreal has rewritten the famous ‘because you’re worth it’ tagline for the collective good, rather than the individual.

Language like confidence, self-esteem and love suggests that self-worth comes from making peace with our appearance.

We want you to love the skin you’re in. (Olay)

Feel confident in the skin you’re in and #FaceAnything with Olay (Olay UK)

This type of self-worth messaging also often uses words like everyday, ordinary and together.

Make every day a great skin day. (Clinique)

Anything but ordinary. (Marks and Spencer)

Bring the extraordinary to the ordinary, everyday. (LK Bennett)

Mindfulness, sweat, community and more. We’re here to inspire you to live #thesweatlife every day. (Lululemon)

So much for the collective good. What if we feel like boosting our self-worth by taking a stand as an individual?

Here, taking a stand can be reserved and elegant, as in Willowberry Skincare’s Age without Apology campaign. Can’t argue with that.

Or it can be in-your-face upper case.

Welcome to ‘Zero F**ks Given’ copywriting, where the messaging is all about rebellion and defiance.

Rule Breaker. Image Maker. Risk Taker … Are you a #NARSissist? (Nars Cosmetics)

Hold Nothing Back. #LIVEBOLDLY (Revlon)

Take a Stand (because you’re worth it) even sometimes uses language more familiar on a protest placard. In this case, shaving with a hint of the suffragettes -

No retouching. No restrictions. No one way to have beautiful skin or to show it off. Venus stands with all women who right the rules. #MySkinMyWay (Gilette Venus)

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Sub theme 3: The Best is Yet to Come

This theme provides the messaging antidote to the ticking clock. It suggests that midlife women still have time to live up to their potential.

Liz Earle and her Wellbeing Warriors have this self-worth messaging down to a tee -

Wellness inspiration to support your better second half.

This is possibly the most palatable of all messages aimed at midlife women. Instead of looking back in impossible yearning, this messaging encourages us to look ahead.

Bomino Nutrition uses this messaging for their MenoShake® -

Our award winning formula combines 30+ sustainable ingredients that have been specifically chosen to support you to be your best self in midlife, making them your best years yet.

Even if your self-worth still needs some work, it’s not your fault -

Too many women’s gifts are smothered by hormone imbalances, preventing them from being the best version of themselves.

Other future-focused messaging suggests that we’ll be saved by science -

The science behind great skin. (Strivectin)

Defined by nature, led by science. (Elemis)

Some of this messaging is vague enough to mean whatever you want it to mean -

This is beauty, reinvented. (Jones Road Beauty, founded by Bobbi Brown)

Or consider this self-worth word salad (sorry, Sephora) -

Unlock your unlimited power of beauty. (Sephora)

Thankfully, the best was yet to come. Eventually the copy cavalry came to the rescue and I discovered this gem. Product meets message in witty synchronicity.

Here’s my favourite find from handbag brand, Radley -

Grab life by the handles.

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