Unlocking Marketing Wisdom: 5 Hard-Earned Lessons from Bethenny Frankel

Meet the creative minds behind viral social media campaigns at Social Media Week, May 12-14 in New York City. Register now to save 35% on your pass.

Seventeen years ago, a multimillion-dollar brand was born before the eyes of 1.13 million TV viewers, and none of them knew it. It began during the first season of The Real Housewives of New York when Bethenny Frankel introduced the skinny girl’s margarita. Within a year, she launched Skinnygirl cocktails, which was acquired by spirits giant Beam Suntory for a reported $120 million just three years later.

Frankel is a born entrepreneur. She built Skinnygirl into an empire that spans salad dressings, jeans, and shapewear, authored bestsellers, co-founded a wine label, launched a podcast called Just B, and runs a disaster-relief nonprofit called B Strong. However, her most powerful brand is herself—a savvy marketer with 8.5 million social media followers.

What has Frankel learned in her two decades of creating and promoting products? Here are five key lessons:

Always Tell the Truth

Frankel emphasizes the importance of honesty in marketing. She recalls being approached by a beauty brand not for her expertise, but for her straightforwardness. “What works the best is humorous chaos with takeaway,” she says. Truth is the common ingredient in all effective marketing.

Rough and Ready is Okay

Slick production values are often overrated. Frankel admits that her content had a “WTF factor”—bad lighting and smudged lenses—but it was relatable and went viral. She believes that as long as the content resonates, viewers will overlook rough edges.

Talk to Your Audience, Not at Them

Frankel recalls a TV shoot where she was stifled by a scripted approach. After being given the freedom to improvise, she connected better with the audience. The takeaway? Engage with people as individuals rather than demographics.

Do Your Homework

Frankel reflects on a mistake where she listened to an expert who said TikTok wasn’t for her. She wishes she had explored it herself earlier. The lesson is clear: Don’t blindly follow advice; experiment and find out for yourself.

Your Execs May Not Be the Best Faces for Your Brand

While many CEOs want to be the face of their company, Frankel warns that they often shouldn’t be. Instead, find someone who embodies the brand’s personality—funny and entertaining—to represent it effectively.