> Note that in the US at least, experienced & skilled plumbers are paid above median income (in some cases, a lot above median).

Something analogous is true in India, where men are willing to take substantial pay cuts (~50%) in order to hold a white-collar job instead of a blue-collar job. They do that because women don't want to marry blue-collar workers.

Focusing on income levels in marketing to the men would seem to be misplaced.