Bridget Jones Diary, Secret Diary of a Call Girl, Diary of Anne Frank, the Princess Diaries, The Nanny Diaries....look at the most successful books, films and TV shows aimed at women and you'll see "diary" all over the place.
What is it about women and diaries? And what does this have to do with marketing to women?
If you want women to watch your ads, get her attention by having a woman writing in her diary.
The Excelon Patch has a powerful TV commercial featuring a woman writing in her diary about her mother, who has mild Alzheimer's Disease. You can see her actually writing in her diary.
This technique is repeated on the Excelon Patch website home page - you see a photo journal of the woman and her mother.