Don't Think Pink
What Really Makes Women Buy and How to Increase Your Share of This Crucial Market
By Lisa Johnson and Andrea Learned
A favorite of our customers at the recent Marketing to Women (M2W) conference in Chicago, this book tells you why and how to replace your current "visible" marketing which tells women your product is "for them," with cutting-edge "transparent marekting," which focuses on what's actually important to the buyer.
You will learn:
how women buy and why the "how" may be even more critical than the product or service being sold.
how women behave online and how to take advantage of online resources to stay in touch with women.
the different ways to segment the women's market and how generational history, culture, life stages, degrees of confidence with technology, and other factors influence a woman's buying mind.
The authors share their groundbreaking studies that reveal how to identify the common traits of your target buyer and use them as a foundation for tapping into women's buying preferences and processes. (In fact, you can adapt this methodology to reach any group you wish to target regardless of gender, culture, or socioeconomic status.)
There's no question that women buy. Don't Think Pink explains what drives their buying decisiolns, and how your business can capitalize on this enormous and evergreen market.
The authors, Lisa Johnson and Andrea Learned, presidents of Reach Women and Learned on Women, respectively, are each pioneers in the field of marketing to women. , 224 pages.
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