What She's Not Telling You : Why Women Hide the Whole Truth and What Marketers Can Do About It

by Quinlan, Mary Lou

• ISBN13: 9780982393802
• ISBN10: 0982393806
• Format: Paperback
• Copyright: 2009-11-01
• Publisher: Greenleaf Book Group Llc

Summary

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

Author Biography

CEO Mary Lou Quinlan is an internationally recognized marketing strategist with 30 years experience advising blue chip clients. She's the author of two rule-changing books, Just Ask a Woman and Time Off for Good Behavior, has written for national women's magazines, and has been a correspondent for CBS News and a prime-time ABC-TV personality. She founded Just Ask a Woman with codirectors Jen Drexler, a highly sought-after trend tracker, content creator, and keen strategist; and Tracy Chapman, a fearless ethnographer and deft planner who has delved into consumers' minds and homes. Mary Lou, Jen, and Tracy have built reputations as acclaimed speakers, sharing insights at client conferences and industry events around the world.

Table of Contents

The Whole Truth Behind Her Half Truth	p. 1
Case Study: A Case of Pretty Lies	p. 21
Are You Half Listening?	p. 35
Good Intentions	p. 53
Approval Seeking	p. 71
Martyrdom	p. 93
Ego Protection	p. 111
Secret Keeping	p. 129
Case Study: The Five Half Truths at Retail	p. 147
What We're Not Telling You	p. 161
Acknowledgments	p. 173
Table of Contents provided by Ingram. All Rights Reserved.