(birds chirping) - Thank you.
- Can I get you anything else?
- No, thanks. I'll just take a check please.
- Yes, ma'am. Ma'am. Ma'am.
- Coming right up.
(somber music)
- Are you a woman of a certain age,
who just moved to the South?
- A certain age?
- And you're shocked because a girl in her twenties
just referred to you as ma'am?
Does she really think she's that much younger than you?
- How'd you know?
- I do infomercials, I know everything ma'am.
Let me guess, would you prefer miss?
- Yes. Miss would be fine.
- Sorry darling. Miss is reserved for little girls,
or politely addressing the mothers of your childhood friends
by their first name.
- That seems confusing.
- I don't make the rules, I just enforce them.
Hi, I'm Judy Jefferson.
The South's Premier Ma'am Consultant.
Did you know in some parts of the country,
ma'am is considered kind of an insult?
- Yeah. I mean, if you get called ma'am in Los Angeles,
you might as well crumple up your headshot and go home.
- But in the South, it's just good manners.
We refer to all women as ma'am.
So while in other places, an interaction might come across
as a snarky jab at your age.
- Excuse me, ma'am your car's blocking mine
in the parking lot.
- Here, it's a sign of respect.
I'll move it in just a second, okay?
- Yes ma'am, thank you very much, I really appreciate it.
- My services will show you all the perks of ma'amhood.
Like asking for a raise or to see the manager,
with full confidence.
You can learn all this and more in my complete handbook.
- [Narrator] "So You're New To The South
And Just Got Called Ma'am."
A Guide For New Ma'am'er's.
- But I don't have kids.
It feels like you have to have kids to get called ma'am.
- It doesn't matter.
In the South, if it's female and has a pulse,
you're legally required to call it ma'am.
Let's try a real life scenario, shall we?
- What? - Excuse me.
Ma'am did you drop this earring?
I found it on the ground, not far from where you're sitting.
- Yes, ma'am I guess I did.
(upbeat music)
Thank you. - Sure, sweetie.
- Okay. Ma'am and sweetie, in the same conversation,
what does that mean?
- Sweetie is a term of endearment
designated for use by grandmother figures only.
Do not go saying it to the Walmart cashier.
- So grandma can sweetie me, but I can't sweetie her
but the ma'am goes both ways.
- Yes, indeed, with some exceptions.
If she hires me, she'll learn that
in a grandmother, granddaughter relationship,
granny has sole custody of the ma'am title.
- (sighs) This is a lot to keep up with.
Of course, men probably don't even flinch,
the first time they get called sir.
- Oh, trust me, they do.
That's why I also wrote.
- [Narrator] "No, You're Not In The Military
But Yes, You Just Got Called Sir."
What are the next steps?
- With my ma'am consulting services,
the first session is always on me.
- Wow, thank you Mrs. Jefferson.
- Excuse me? Mrs. Jefferson is my mother-in-law.
- Oh, so Mrs, totally off the table?
- Yeah. Nobody wants that. Ever
(upbeat music)
- [Narrator] Learn to accept the glory
and respect of your ma'am title, with Judy Jefferson,
the South's Premier Ma'am Consultant.
Order now and get 50% off her sir guide,
for the men in your life who just can't accept
they no longer pass as a frat guy on spring break.
(upbeat music)