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 enlarge | Authors: Michele Miller, Holly Buchanan
Publisher: Wizard Academy Press
Category: Book
Buy New: $19.95
New (1) Used (1) from $16.55
Avg. Customer Rating:  12 reviews
Sales Rank: 268402
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
Availability: Usually ships in 24 hours
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| Customer Reviews:
 It's like having the Cliff's Notes for the WonderBranding class April 6, 2008
2 out of 4 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
1 out of 2 found this review helpful
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.
A solid primer about marketing to women April 3, 2008
2 out of 4 found this review helpful
If you are in marketing, advertising or PR, this should be a must-read.
While most marketers have thought about the differences when communicating to women, very few really understand what women find persuasive in the marketplace.
Miller and Buchanan do an excellent job in demonstrating (with real life examples) what nuances you need to master in marketing to women. They take the reader on a survey of successful strategies about marketing to women starting with an explanation of the differences about how women tend to view an effort to communicate with them versus what most marketers THINK are the best ways to communicate.
Many copywriters and communicators will find their work on using personas to develop a communications strategy and message very useful. The personas give the communicator someone to communicate to rather than just trying to create concepts and messages in a vacuum.
This is a great book and if you are in marketing, advertising, sales or public relations, it is a must read. And I suspect that women in those industries will find as much valuable data as the men do.
Worth every penny.
I am so not a Soccer Mom... April 3, 2008
2 out of 4 found this review helpful
Michele and Holly have done an outstanding job with this book. Yes, I'm a Mom but I hate that moniker "Soccer Mom." And frankly, I wish that term would disappear!
Yes, I am the primary decision maker in our household about what we purchase - and I'm also a marketing expert. I have to laugh at most of the commercials on TV - I mean really - have you seen the ones where the computer generated cartoon animals are peddling household fragrances?? I seriously don't identify with an ironing octopus... and I don't know anyone that does either!
Michele and Holly have a lot to teach you about marketing to women - especially the chapter on Stereotypes.
This book takes solid marketing concepts and matches them with today's woman - what we want from companies, and how we want to hear the messages.
Insight-based Marketing April 2, 2008
2 out of 3 found this review helpful
Hit-you-between-the-eyes memorable. The personal anecdotes and business case studies that both Michele Miller and Holly Buchanan bring to this material will do more than cause chuckles, they'll create ah-has and take-aways for every major point in the book. Whether it's a personal story about shared tequila shots in the bathroom or a business story about Victory Lady Gyms, each anecdote displaces the "white bear"/stereotypes the reader couldn't help but think about with even more memorable - and more accurate - mental images.
But let me be up front, I'm a colleague of Holly Buchanan's at Future Now, so I'm not exactly unbiased. On the other hand, Michele and Holly had some things going against them when I opened the cover, as well. While I expected fabulous insights into marketing to women (and got them), I also expected to experience a been-there-done-that ennui when reading about my stock-in-trade of Persona-based marketing and business/consumer research. Boy was I wrong on that! The section on third-wave research techniques alone is worth the price of the book. And the chapters on Personas and Scenario-planning offer a unique understanding of both these tools. The material was not only first rate, but was a delight to read, even for a jaded SOB. Highly recommended.
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