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Why Women Hide The Whole Truth And What Marketers Can Do About It
Just Ask a Woman
November 2009
On Sale: November 1, 2009
170 pages
ISBN: 0982393806
EAN: 9780982393802
Paperback
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Non-Fiction
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.
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