If you market to women in any way, shape or form, run and pick up a copy of What She’s Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It . Written by three women who run a women’s marketing research firm and have done work for big global brands around the world, it’s chock full of advice on how not to let patterns women show in research lead you to launch a dud.
Chock full of case studies, the book guides you through the half-truths women tell, why they tell them and how to probe around them to get to the whole truth that will really benefit your brand. I adored this book and found it an easy and practical read.
The half truths talked about in the book are:
- Good intentions – women may tell you what they intend or want to do, not what they will do
- Approval seeking – they may just tell you as a researcher what you want to hear – or what those in the group with them will support
- Martyrdom – ensure you speak to her specific “flavor” of martyrdom when crafting messaging that speaks to her needs (hint: Alpha Moms and Beta Moms have different types of martyrdom and if you land the right one with the right group, you will solve their problems without offending them
- Ego Protection – women may speak from the person she wants to be versus who she really is
- Secret Keeping – women tell themselves little lies that a researcher could get lulled into thinking means their product or service fulfills a need that is not really there.
The book does a good job of showing how their research techniques have helped get around these half-truths and to the real whole truth for their clients. Lots of it is very “feminine” in nature (gaining trust, making yourself vulnerable before expecting your participants to do so, learning how to really listen to what she’s saying, etc.) and it sounds like many of their testing sessions actually evolved into therapy sessions. But overall, I found this book’s findings fascinating and, let’s face it ladies, quite true in the context of knowing myself and my own friends.
I particularly loved the example of how to take advantage of “green marketing” the right way with women. Hint, not very many women are as green as they claim, and you only find that out if you can video them or “dig through their cabinets”. Might be more practical to enable “green behavior” while still giving good value for the price and making it super easy for them.
If your business relies on marketing to women, you will want to check out this book.
Disclosure: I was not paid or even asked to write this review. I just enjoyed this book and wanted to share it with all of you. However, the link above is through my Amazon Affiliate program so when you buy, I get some coin. Not a bad trade for turning you on to a good resource, now is it?!