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The Soccer Mom Myth | 
 enlarge | Authors: Michele Miller, Holly Buchanan
Publisher: Wizard Academy Press
Category: Book
List Price: $19.95
Buy New: $15.96
You Save: $3.99 (20%)
Avg. Customer Rating:  10 reviews
Sales Rank: 233706
Media: Hardcover
Pages: 232
Shipping Weight (lbs): 1.1
Dimensions (in): 9.1 x 6.4 x 0.5
ISBN: 1932226567
Dewey Decimal Number: 380
EAN: 9781932226560
ASIN: 1932226567
Publication Date: March 10, 2008
Shipping: Eligible for Super Saver Shipping
Availability: Usually ships in 24 hours
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Product Description
The room was a marketer s dream, filled with educated, savvy women with money and the urge to spend it. Holly asked a pointed question: "How many of you in the room consider yourself a Soccer Mom?" The silence reached a crescendo and nary a hand rose.
Every time Holly asks that question, usually only one or two women raise their hands. The numbers never change. Normally, only one to two percent of the crowd identifies themselves as a Soccer Mom. If you listen to marketers and politicians, there are millions upon millions of Soccer Moms out there, yet we've found only about seven.
What's going on here? Why aren't more women identifying themselves as Soccer Moms? Come on, there's nothing wrong with being a Soccer Mom, right? Right?
If women don't consider themselves Soccer Moms, what does that say about the effectiveness (or ineffectiveness) of billions of dollars of advertising aimed at this group?
It's time for a wake-up call about who today's female consumer really is, how she really thinks, and why she really buys both online and offline. Prepare to kick the Soccer Mom myth to the sidelines, and learn how to market to women in a way that translates into more customers, AND bigger profit.
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| Customer Reviews: Read 5 more reviews...
 not worth the hype April 20, 2008
2 out of 2 found this review helpful
despite the cover design, i bought this book. if you know little, this book may help provide some insight, otherwise there's nothing groundbreaking here. it's a pretty boring read, but at least there are no bad or wrong conclusions drawn.
 Soccer Mom Myth April 11, 2008
1 out of 2 found this review helpful
Michelle and Holly are by far blowing away any other writers on this most important subject of marketing to women. Business leaders regardless of the size of their firm must make time to read this breakthrough book.
 Great marketing tool April 10, 2008
2 out of 2 found this review helpful
This is the first book that spoke to me on how I can communicate to the every increasing desired audience of women in marketing. Why did it take so long for someone to figure it out.
I recommend this to everyone who is trying to figure out their target.
It's like having the Cliff's Notes for the WonderBranding class April 6, 2008
2 out of 2 found this review helpful
I love the book. I've taken Michele's Marketing to Women course twice and this book is like having an insider's set of notes. I'm a lousy note-taker, so it means a lot.
They explore topics like Stereotypes, Persona Creation and more that will cause most marketers to slap themselves on the forehead and say "Why didn't I think of that?"
Don't make the mistake of continuing to apply old stereotypes and condescension when you have the option to get women on your side. Buy the book and open your eyes.
An idea generating, slap-you-on-the-back-of-the-head book for both sexes to read. April 4, 2008
Buy the book. You'll have ideas floating in your head of how you can market differently to attract women (and men).
When it comes to marketing, there are books that tell you a lot of stats with no meat. Then, there are books that tell you what you should do but don't back it up with any reasoning. Miller and Buchanan provide real world examples of what they have done - very successfully - and what you can do to align your marketing with women. They even hit on the topic of how your marketing will affect (read: help) your marketing to men. But, they don't stop there.
The authors tell you why they say what they say in such a way that when you put the book down, you'll have generated your own ideas and thoughts of how to apply it to your business - it's a breath of air after a crisp sunrise.
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