The Soccer Mom Myth (Hardcover)

~ Michele Miller (Author), Holly Buchanan (Author)
Key Phrases: inner spirit, buying modes, customer empowerment, Best Buy, Victory Lady, Lite Miami (more...)

Editorial Reviews

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.

About the Author

Michele Miller is a partner in the Wizard of Ads marketing firm, with a client roster that includes businesses of all sizes across North America. She is the author of The Natural Advantages of Women (Wizard Academy Press), the audio book hailed for its concepts, principles, and scientific information explaining how the female brain is hardwired for personal greatness. Michele writes a monthly marketing column for Inc.com; her blog on marketing to women, WonderBranding, was named one of the Ten Best Blogs for 2005 by MarketingSherpa.com , and is included on the prestigious Best of the Web list compiled by Forbes.com.

A faculty member of the Wizard Academy (Austin, TX), Michele teaches her popular WonderBranding course and maintains a busy schedule as an international speaker on the topics of advertising and marketing to women.

Holly Buchanan is a Senior Persuasion Architect at Future Now Inc. The team at Future Now Inc. focuses on helping you understand your customers and why they do what they do. With almost 20 years of marketing experience (she started when she was 12), Holly has worked with hundreds of clients all over the world, in all advertising mediums, including her current focus- marketing to women online. Her recent clients include global brands like GE Healthcare, Leo Schachter Diamonds, and Volvo International.

Holly is a popular speaker and writer. She is the author of the blog Grokdotcom.com/women.

Product Details

• Hardcover: 232 pages
• Publisher: Wizard Academy Press (March 10, 2008)
• Language: English
• ISBN-10: 1932226567
• ISBN-13: 978-1932226560
• Product Dimensions: 9.1 x 6.4 x 0.5 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.1 out of 5 stars  See all reviews (15 customer reviews)
• Amazon.com Sales Rank: #209,102 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

3.0 out of 5 stars If the Soccer Mom is a Myth, then why repeat the theme throughtout the book?, September 16, 2008

By	Camille Benoit (Minneapolis, MN USA) - See all my reviews (REAL NAME)

This book makes a number of relevant points. However, I kept asking myself why on earth do they have this red high-heel and soccer ball of *every* *single* chapter, if they are basing their central thesis on the fact that women cannot be easily be labeled and categorized using words like "soccer moms"; the usage of this repeating photography just didn't make sense to me at all. I would go so far as to say it distracted me as I was reading this book!

3 of 4 people found the following review helpful:

3.0 out of 5 stars not worth the hype, April 20, 2008

By	Red Alreddy (New York City) - See all my reviews

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.

3 of 4 people found the following review helpful:

5.0 out of 5 stars Sound Research, Well Written and very helpful insights for anyone trying to reach women in the marketplace, March 24, 2008

By	Bob C. Grant "The Relationship Doctor" (smyrna, georgia United States) - See all my reviews (REAL NAME)

I sat down to read this book thinking I might pick up an insight or two, but nothing more. I mean, I've been selling to women for nearly 18 years so how much more could I possibly learn. Well after 3 chapters I realize how much more there was to know. Especially when it comes to selling to women over the internet.
And yet, this book is more than just about selling. It explains why the quality of your product is the most important aspect in reaching the female audience as well as specific suggestions than any business can incorporate.
This is a wonderful resource for anyone who wants to understand what women REALLY want from a company and/or website.