The She Spot Why Women Are the Market for Changing the World -- And How to Reach Them

by Witter, Lisa

• ISBN13: 9781576754726
• ISBN10: 1576754723
• Format: Hardcover
• Copyright: 2008-06-09
• Publisher: Berrett-Koehler Publishers

Summary

Women vote more, volunteer more and there is every indication that they will be giving more than men since they control over half of the total wealth in America. Women aren't a niche--they're the primary change-makers. The She Spot offers a practical - and provocative - primer on how non-profit and advocacy organizations can strengthen their outreach to this highly motivated and engaged segment of the population. Witter and Chen reject the narrow "pink" approach to gender marketing, showing readers how to leverage the fact that nearly all issues are women's issues. Drawing on their expertise as consultants in public interest communications, they explain the sometimes counter-intuitive nuances required when engaging in gendered marketing and include real-life case studies of corporate and public sector marketing campaigns that successfully broadened their appeal so that they connected strongly with women as well as men.

Author Biography

Lisa Chen is senior vice president at Fenton Communications, the largest public communications firm in the country.

Table of Contents

A women-centered (marketing) revolution	p. 1
Understanding the she spot	p. 9
Why women matter	p. 11
How women think	p. 21
What women want	p. 29
How to hit the she spot	p. 43
Care	p. 45
Connect	p. 63
Cultivate	p. 77
Control	p. 95
Where to hit the she spot	p. 107
Where to reach women	p. 109
Segmenting the women's market	p. 121
The not-so-secret secret to changing the world	p. 141
Resources	p. 151
Notes	p. 157
Acknowledgments	p. 169
Index	p. 173
About the authors	p. 175
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