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 elect…
Buy The She Spot: Why Women Are the Market for Changing the World — And How to Reach Them at Amazon
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.
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.
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.