Discover the remarkable Whole Truths that can help you trump your competitors in today s hard fought female market Once you know What She s Not Telling You, you will never listen the same way again Have you ever rejoiced as women raved about your product in research only to discover months and millions of lost dollars later that they ve all changed their minds Ever wonder why even successful fashion retailers misfire with women over 40 Or if moms are really as squeaky green as they claim to be If women say they re tired of seeing supermodels in ads, do they mean it Would you even know it if they didn t Get ready to hear the whole truth about the Half Truths that can undermine your best laid plans with women For the past decade as partners in the powerhouse consultancy Just Ask a Woman, Mary Lou Quinlan, Jen Drexler, and Tracy Chapman have been changing the way marketers listen to women Inside this book they share their best Power Listening strategies, honed during their groundbreaking work on behalf of global leaders in dozens of industries They will save you from wasted research and marketing mistakes before it s millions of dollars too late In this provocative, tell all book, you will learn how to detect women s hidden Half Truths and to dig deeper to the Whole Truths that drive brand leadership, relevance, and growth Inside you ll find The five key motivators that drive women s Half Truths and how to overcome them Compelling cases of Whole Truth marketers and those shortchanged by Half Truths Techniques to break Half Listening habits that sabotage Whole Truth insights Praise for What She s Not Telling You I believe this highly readable book, founded on years of personal research and brought to life through vivid case histories, will be a goldmine for marketers John E Pepper, former CEO and chairman, Procter Gamble Company As the father of four daughters, I tried to understand women As the founding editor of People, I had to understand our predominantly female readers If only I had had Mary Lou Quinlan s book back then It is, so to speak, the Mother Lode of insight and counsel And that s the whole truth Richard B Stolley, senior editorial adviser, Time Inc Focus group, schmocusgroup This book helps you listen between the words to get to a woman s real bottom line Donna Hanover, broadcast journalist and former First Lady of the City of New York Much research is wasted because it fails to understand the psychology that influences women s responses A must read for any results oriented marketer Roy Bostock, chairman, yahoo Inc Gold medal winner in the advertising category of the 2010 Axiom Business Book Awards...
|Title||:||What She's Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It|
|Publisher||:||Just Ask a Woman November 1, 2009|
|Number of Pages||:||170 pages|
|File Size||:||575 KB|
|Status||:||Available For Download|
|Last checked||:||21 Minutes ago!|
What She's Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It Reviews
For more than 40 years I have tried to tune my male ears and pysche to the complications of women. Ms Quinlan pulls back the stylish cloak and patiently and simply reveals some of the most perplexing secrets of why women say what they do. And most importantly what they don't say and how to hear it. Anyone wishing to understand the why and how of female shopping and buying should spend time with this fascinating book. If you sell to a woman, work with a woman, live with a woman, know a woman you'll get something from this book.
Great book for market researchers, especially those trying to figure out the female market! It has detailed stories about failed attempts and gives a good idea of what marketers should do about female consumers
As a brand strategist myself who just wrote a book called Branding Basics for Small Business, I found this book extremely valuable and eye-opening about how to "tease out" the truth when researching women and launching products/services for them. The writers share some valuable case studies and ways to look at the information you get from studying women. I especially liked their techniques for getting around those half-truths and to the whole truth.
I wish Amazon customers could browse this deceptively simple little book because its charms are many. From the French-fold flaps to the dozens of fun charts and illustrations, this book really has to be seen to be fully appreciated. I know it's supposed to be a book about marketing to women, and it's great at that, but I think many men will find a lot of good information about what their partners and wives want but often don't say. I'd say it's the 'Men Are From Mars, Women Are From Venus' for the market research and product development people. I think that ANYONE involved in marketing and selling to women [and isn't that just about everybody?] really needs to have this book. It's a quick read but full of excellent data and information about what makes women tick -- but what they sometimes don't tell you. The excellent examples are too numerous to point out. And if you get a chance to catch the author on the CBS Early Show or at a speech sometime, grab it.
This book is so spot on in getting into the psyche of women in our culture and bringing to light a good deal of our shadow. In reading it, I resonated with all 5 strategies of the GAMES and just by articulating and reading about these strategies, I am consciously more aware of my behavior and therefore feel more empowered to change.
Such an easy, fun read! I read it in 3 quick sittings after work. As a marketer, I wish I had this book to read during the first week on the job. As a woman, I found myself wishing every man would read this book so they would understand how we tick. The entire chapter on women as martyrs was dead on!