I approached Anne Hodder-Shipp – an award-winning sex educator and sex-positive publicist who runs Hodder Media and Everyone Deserves Sex Ed – for an interview after seeing the high quality of work she does for the clients she represents.
You see, every day I look at tons of press releases and it takes a lot to stick out amongst so many.
Hers do.
First of all, her PRs always have a positive energy and hook to them – so you want to read them.
Second, they’re well-written, professional, yet not stuffy, and she’s consistent with the message – I don’t think I ever go a week without seeing press from her. Third she has a unique recipe for success – she combines her background in professional journalism and critical thinking with her skills as a trained sex educator to put a spin on traditional marketing.
Read on to discover more from Anne Hodder-Shipp about creative thinking in marketing and why combining it with her expertise in sex ed go hand and hand.
Why did you choose to concentrate on marketing for the adult industry?
I had been working as a journalist and editor for an adult trade magazine, and when it was clear there wasn’t much room to grow beyond where I was, I needed to pivot.
Most of the sex toy companies I was closely connected with needed help with copywriting, marketing and promo campaigns, accuracy, and sexual wellness inclusion, which are all skillsets that I’d become known for, so pretty soon I had 10 clients under my belt. That was at the end of 2009 when I founded Hodder Media Inc., which is the marketing and PR firm I created to support adult businesses.
Talk to us about Creative Marketing – how does Hodder Media helps clients think outside the box?
One of the reasons why Hodder Media has stood out and remained successful for all these years is that, as a former journalist and editor, I know what media outlets are looking for in terms of news angles and feature stories, so coming up with new ways to promote and draw attention to a brand comes easily.
And because I am also a trained sex educator, I know what tired stereotypes and marketing ploys to steer clear of, which helps my clients avoid embarrassing mishaps and social media callouts.
With regards to targeted advertising, how do you determine what are the best places for a client to get their word out?
It really depends. On the whole, advertising on its own doesn’t have the same effect as it once did, so when a client is looking for places to advertise, I find out what else a contract comes with.
For example, I don’t want my clients to pay for a static ad on a website that doesn’t provide any performance data, and I especially don’t want them to pay for a one-time-use print ad without some kind of editorial included. The bonus is that if I can get editorial confirmed, I ghostwrite columns and interviews for my clients, so they don’t have to deal with the stress and challenge of writing something – they have better things to spend their time on.
How important is social media for a biz and what are the best ways to harness it?
Social media isn’t a requirement, of course, but there are certain platforms that have become younger generations’ search engines. So, to remain relevant, and especially to harness younger shoppers, maintaining a video-centered social media presence is an effective way to circumvent the many limitations that are in place for advertising adult brands and products on “mainstream” websites.
TikTok has the biggest audience with the widest demographic reach, and though it has some of the most conservative moderation processes, it’s also a place where companies and performers can get creative and promote their offerings in ways that gain attention but don’t violate community standards.
If you have the budget for it, companies can pay to promote specific sex-related products on meme accounts with a million or more followers, which most social media platforms give exceptions to. But that’s only effective for selling a specific low-price product with short-term results, and there’s no guarantee that it will convert enough to make a return on your investment. It’s also not an effective way to promote or position a brand.
Social media marketing takes strategy, open-mindedness, consistency, and a lot of patience – and yes, there is value in hiring someone familiar with every platform to handle it if the idea makes you want to run for the hills.
You offer sexuality business coaching – why is this helpful to those in the industry?
The sexuality business coaching offering is used most often by individuals who either have an idea for a business or new product but feel kinda stuck or uncertain about how to turn it into something real or official.
Sometimes the coaching clients are established brands or influencers who need an outside perspective on something they’re creating, especially when they’re concerned about whether there’s anything offensive, insensitive, or inaccurate included.
Because of the variety of responsibilities and tasks that I have had to take on since starting Hodder Media (my first business), I have an unusually diverse point of view and range of skills that coaching clients can take advantage of. And my favorite part is that, because I’ve already had the frustrating and stressful experience of figuring stuff out (and failing) on my own, I can save my clients time, emotion, and energy by sharing the do’s and don’ts that I have picked up along the way.
What are your goals for the year?
One of my biggest goals this year is helping more adult businesses build knowledge and skillsets related to sexual health, pleasure, and other sex ed topics.
Almost no one in the U.S. receives accurate and effective sex education, and there are states regulating and even outlawing the mere mention of sexual orientation or gender identity in school as we speak. As a result, our industry – especially retail staff – has become a de facto sex ed alternative, and that’s an unfair burden to have placed on people who are not trained (or paid nearly enough) to take on that level of responsibility.
Industry members candidly share with me how uncomfortable, unqualified, and stressed they feel about possibly saying the wrong thing or sharing incorrect information – they genuinely want to help but aren’t sure where to start. Fortunately, several of my marketing clients have sent their staff to be certified by my sex ed business, Everyone Deserves Sex Ed, so that they can be equipped with skills and knowledge while feeling more confident and capable in their positions. The bonus is that investment also is great for branding and PR, as it shows the public where their values lie and where they stand on important social issues.
In addition to checking out her websites, find more out about Anne Hodder-Shipp on her Instagram @theannehodder, and @every1deservessexed and TikTok @theannehodder.
