Health Magazine

The Lies of Middle-aged Woman Brand

Posted on the 17 October 2017 by Lynettesheppard @LynetteSheppard


We have a special treat for this blog post: amazing Menopause Goddess Juju Hook shares her take on the Middle Aged Woman Brand. Even better, she has written a new book called Hot Flashes, Carpools, and Dirty Martinis. It’s a hilarious, no-holds-barred look at the Pause. Here’s the best news: she is giving away the book to all Menopause Goddess blog readers – all you pay is shipping and handling. And to whet your appetite , the first chapter is enclosed at the end of this post. Link to get your book is also at the end. Enjoy!

I’ve never once in all my years heard a woman gush, “Oh, my God! I can’t WAIT to be 50!” Have you? It’s such a shame, really. Because midlife is where it’s at. We’re so much better in midlife… at everything.

In fact, I have a theory that if you want something done right—something that’s complicated, that requires multi-tasking, or secrecy, or duct tape—then you call a midlife woman. There’s simply no one else as prepared and qualified as the women in our menopausal posse, is there?

Here’s the thing, though. This all came as an absolute shock to me. That I’d be happy at 50. That I’d love life more than ever. That I’d be thrilled about beginning again in so many ways… that I could finally give myself a chance to be whoever I wanted to be.

Because the whole world told me it was gonna suck.

The world told me I’d be irrelevant. Invisible. Diminished in capacity. Hanging around doing things I felt “meh” about, because my ship had sailed.

And when I walked away from a 25-year-career to write the book I’d always wanted to write, the world fed me more than a handful of lies. The same lies, over and over again. What’s more, when I reached out to other middle-aged women, they were being fed the same sack of lies.

For more than 25 years, I was a brand strategist. And I have never seen a brand more in need of an overhaul than the “middle aged woman” brand. The messaging is off. The unique selling proposition is entirely out of whack.

So I decided to do something about it. To re-brand middle age for women. To tell the truth about how amazing this time should be. To pull the rug out from under the anti-aging industry… the liars, the nay-sayers, and the Chicken Littles. I shined a big fat spotlight on 3 problems and 6 lies that plague us all. That aren’t our fault. And that are easy to overcome, once you see them in the light of day.

In this moment, you have more power and potential than the world wants to give you credit for. But I see you. And I think you’re the bee’s knees.

Join me inside, Hot Flashes, Carpools, and Dirty Martinis: The Quintessential Guide for Turning Midlife into PrimeTime… We’re about to rip some shit up.


And here’s Chapter 1:

Hot Flashes, Carpools, and Dirty Martinis_Chapter1

Once again, click here to get your free book: Hot Flashes, Carpools, and Dirty Martinis.

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