The She Spot: Why Women Are the Market for Changing the World -- And How to Reach Them (BK Business) (Hardcover)

by Lisa Witter (Author), Lisa Chen (Author), Gary Hirshberg (Foreword)
Key Phrases: security mom, giving circles, political giving, Nonprofit Case Study, Corporate Case Study, Mother's Day (more...)

Editorial Reviews

From Publishers Weekly
Marketers have always honed in on women, the primary household consumers, but charitable and political organizations have long been less savvy. Target women to garner donations or votes, urge Witter and Chen; female consumers and citizens are not a niche audience but the audience to reach and win over. Women's economic clout grows larger every year, and though they tend to be distrustful of the political process, they vote in large numbers and can tip elections. They are also characteristically altruistic, volunteering more significantly than men and contributing to twice as many charities. Since word of mouth is strong among women, women who care about a particular cause will bring in more contributors. The authors present their material efficiently and engagingly, tackling the motivation—both social and neurological—behind women's contributions and interest, and the methods to appeal to them, from news media to online. Bolstered with helpful chapter takeaway lists and concrete examples of companies that have successfully reached the female audience, Witter and Chen have crafted a thoughtful, helpful guide to nonprofit marketers. (June)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Product Description

The secret to changing the world is hidden in plain sight--in fact, it's half the population. Women vote more, volunteer more, and give to more charities than men do. They control over half of the total wealth in America. Corporations have long recognized the growing power of woman and have been targeting them for years. The She Spot is a practical and provocative primer showing how nonprofits and social change organizations can do it too.

Lisa Witter and Lisa Chen reveal surprising insights into women's real social priorities (for example, in one poll only 7% of women identified "protecting reproductive choice," supposedly the women's issue, as a top priority for Congress). They describe four core principles--care, control, connect, and cultivate--for designing messages that will resonate with women of all ages and backgrounds. And using case histories from companies like Home Depot, T-Mobile and Kellogg's as well as nonprofits like MoveOn.org, The American Lung Association and The Environmental Defense Fund, they explain precisely how to put these four principles into practice.

This book makes the case that simply painting your marketing campaign "pink" and calling it a day will miss the mark with most women. Witter and Chen show that you can expand your outreach to connect with women in addition to men--think both/and, not either/or. You'll raise more money and recruit more supporters for your cause. In the end, those who hit the "She Spot" claim the power to create a better, brighter world for all of us.

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Product Details

• Hardcover: 187 pages
• Publisher: Berrett-Koehler Publishers (June 1, 2008)
• Language: English
• ISBN-10: 1576754723
• ISBN-13: 978-1576754726
• Product Dimensions: 9.3 x 6.1 x 0.9 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars See all reviews (12 customer reviews)
• Amazon.com Sales Rank: #629,365 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars Most useful, interesting book - get it before everyone else does!, June 10, 2008

By	Helen Koch (North Carolina) - See all my reviews (REAL NAME)

This book is fantastic! It provides research and case studies throughout, and key tips at the end of every chapter, making the ideas super usable and easy to implement. I found myself underlining things on every page and coming up with so many ideas about how to work this strategy into the marketing for my organization!

The book is really easy to read- it feels like you are having a conversation with your smartest friend or your favorite mentor. I loved learning about all the cool, creative ideas that people have come up with to do this stuff. It really got me thinking about all the unexplored possibilities for my work.

Also - I was skeptical about the idea of "progressive marketing" at first, but this kind of marketing isn't sleazy or manipulative, it's about really reaching people to talk about and take action on the things that you (and they) care about. In an age of too much advertising and media, those of us who want to make the world better desperately need to learn these lessons or we will forever get lost in the clutter.

I haven't found any other book that is so useful for anyone who works on progressive causes, works at a nonprofit, runs a student organization, teaches a women's studies class, or just cares about getting their message out to the people who matter.

3 of 3 people found the following review helpful:

5.0 out of 5 stars much needed resource for activists and entrepreneurs, June 17, 2008

By	N. G. Arons (New York, New York) - See all my reviews (REAL NAME)

What a great book! I recommend this to anyone interested in politics, government, communications, or social justice. I've ready numerous books on feminism, business, and communicating messages and this is up there with the best. Witter and Chen are great writers and brilliant thinkers, and they masterfully combine marketing analysis with the most current and innovative social data to explain not only why it is critical to market ideas and products to women, but also how to do so. If you are thinking of running for office, starting a new organization, selling an idea, or marketing a product, this is a must read and a must buy.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Finally!, June 10, 2008

By	M Fox - See all my reviews

As a woman in the communications profession with a husband in advertising, I am continually amazed how off the mark corporations and public interest organizations, not to mention politicians, are when it comes to knowing how to reach women. This book really gets it right, makes so much sense, and is a fun read as well. Easy take-aways, clear examples from real life. This is good stuff.