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What She's Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It Paperback


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What She's Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It + Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers + Don't Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market
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Product Details

  • Paperback: 170 pages
  • Publisher: Just Ask a Woman (November 1, 2009)
  • Language: English
  • ISBN-10: 0982393806
  • ISBN-13: 978-0982393802
  • Product Dimensions: 8 x 5.5 x 0.5 inches
  • Shipping Weight: 4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #727,847 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

CEO Mary Lou Quinlan is an internationally recognized marketing strategist with 30 years experience advising blue chip clients. She's the author of two rule-changing books, Just Ask a Woman and Time Off for Good Behavior, has written for national women's magazines, and has been a correspondent for CBS News and a prime-time ABC-TV personality. She founded Just Ask a Woman with codirectors Jen Drexler, a highly sought-after trend tracker, content creator, and keen strategist; and Tracy Chapman, a fearless ethnographer and deft planner who has delved into consumers' minds and homes. Mary Lou, Jen, and Tracy have built reputations as acclaimed speakers, sharing insights at client conferences and industry events around the world.

More About the Author

Mary Lou Quinlan has written inspirational features for Real Simple, O, the Oprah Magazine, and MORE, and other magazines and, is the author of the books Just Ask a Woman, Time Off for Good Behavior, and What She's Not Telling You.

Mary Lou's latest venture is the launch of The God Box Project, including a new book The God Box: Sharing my Mother's Gift of Faith, Love and Letting Go (Greenleaf Book Group, April 17, 2012), as well as a one-woman, one-act performance, an app, and a series of short films. The God Box project tells the story of Mary Lou's personal transformation, thanks to the remarkable discovery of her mother's unique ritual for resolving her most heartfelt wishes and worries.

She is the nation's leading expert on female consumer behavior, and as the founder and CEO of marketing consultancy Just Ask a Woman and Mary Lou Quinlan & Co. has interviewed thousands of women about their lives. Mary Lou has keynoted hundreds of conferences around the U.S; has appeared on television programs such as The CBS Early Show, Good Morning America, and the Today show; and has been profiled in The New York Times, the Wall St. Journal, and USA Today, among many other media outlets.

Mary Lou is Jesuit-educated with an MBA from Fordham University and an honorary doctorate in communications from her alma mater, Saint Joseph's University in Philadelphia, where she earned a BA in English. She and her husband, Joe Quinlan, live in New York City and Bucks County, Pennsylvania, along with their dog, Rocky.

Customer Reviews

4.3 out of 5 stars
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See all 18 customer reviews
Such an easy, fun read!
Amy M.
The book is quick, informative and an easy way to discover the TRUTH, yes the real truth about how to ask women the right questions and how to decode their responses.
Laura Leigh Semon
If you sell to a woman, work with a woman, live with a woman, know a woman you'll get something from this book.
Neil D. Brown

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Ellis Verdi on November 14, 2009
Format: Paperback
when I read this I go "yeah, that makes sense, why didn't I think of that." It's that kind of book, where you feel that you are getting new and wonderful insights on every page. The info is well packaged and simply presented--easy to digest. Terrific book for all marketers, advertising people, and any person with a new product or service. What's really weird is that you kind of read it thinking about all the women you know, including daughters, mothers etc...
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1 of 1 people found the following review helpful By Jen Singer on August 21, 2010
Format: Paperback
When Jen Drexler gave me a copy of her book, I figured it would just be a nice trip down memory lane to my days working in advertising. Yes, I was one of those executives eating M&M's behind a one-way mirror.

What I discovered, however, is that "What She's Not Telling You" is a great primer for anyone who, like me, writes for women. It provides valuable insights into how women think and what they really mean when they speak (or leave comments under your blog.) It's not just for marketers; it's for anyone who wants to get their message across to women, including bloggers, authors and small business owners.
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1 of 1 people found the following review helpful By Neil D. Brown on November 23, 2009
Format: Paperback Verified Purchase
For more than 40 years I have tried to tune my male ears and pysche to the complications of women. Ms Quinlan pulls back the stylish cloak and patiently and simply reveals some of the most perplexing secrets of why women say what they do. And most importantly what they don't say and how to hear it. Anyone wishing to understand the why and how of female shopping and buying should spend time with this fascinating book. If you sell to a woman, work with a woman, live with a woman, know a woman you'll get something from this book.

donbrown
Principal brownchild ltd inc Houston TX
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1 of 1 people found the following review helpful By Nicole B. on November 18, 2009
Format: Paperback
This is a great book for all marketers. It really gets to the heart of consumer research, and why it is so important to ask the right questions vs. hearing what the brands want to hear. Kudos for calling out Olay for listening to the "whole truth" vs. the "half truth" in product development and marketing.
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1 of 1 people found the following review helpful By Laura Leigh Semon on November 12, 2009
Format: Paperback
This book makes marketing to women seem as easy as 1,2,3! The book is quick, informative and an easy way to discover the TRUTH, yes the real truth about how to ask women the right questions and how to decode their responses. As page 81 assures, you can actually decipher the meaning of "YES!" The authors address half truths, good intentions and how to really find out what it is women want in marketing.
This book would serve as a great gift for any marketing student who is ready to find out the truth beyond the textbooks. This may be a quick read but it's packed with essential information and amazing breakthroughs, I absolutely recommend getting this book for yourself or someone you love.
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1 of 1 people found the following review helpful By Amy M. on November 9, 2009
Format: Paperback
Such an easy, fun read! I read it in 3 quick sittings after work. As a marketer, I wish I had this book to read during the first week on the job. As a woman, I found myself wishing every man would read this book so they would understand how we tick. The entire chapter on women as martyrs was dead on!
I cringe when I think of the the million dollar decisions I've seen made in the race to the finish line based on bad statistics or a hot shot creatives favorite idea. There is so much more to understand beneath the surface if marketers take the time to really listen. I felt like I was cheating with the breadth of depth of knowledge that was present. It should be required reading for anyone trying to understand marketing or understand women.
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1 of 1 people found the following review helpful By Joey S. on November 9, 2009
Format: Paperback
This book is fantastic for several reasons....1. because it reveals (finally) how focus groups are invalid, guided, or used incorrectly 2. because women have a language unto themselves but are dying to be called out and forced to tell more especially about products, brands and services 3. because it is a quick read that will make you a brand hero if you follow Quinlan's wisdom. I read this over a weekend and rewrote my business plan and realized how I can save my company $$$ by rethinking our listening.
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1 of 1 people found the following review helpful By reader on November 9, 2009
Format: Paperback
This book is fabulous! It really opened my eyes regarding the mistakes marketers make when they don't know how to interpret what women tell them. The book is packed with real-life examples of marketing gone right, as well as wrong, and explains in witty and engaging detail the reasons why. It provides a new way of listening to women to avoid costly marketing mistakes and is jam-packed with amusing stories to illustrate its points. It is a must read for any business, but also deserves a larger audience for the insights it provides into how women really think. Its valuable lessons can be applied to a wide range of situations.
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