What She’s Not Telling You
Why Women Hide the Whole Truth and What Marketers Can Do About It
Have you ever rejoiced as women raved about your product in research only to discover months and millions of lost dollars later that theyve all changed their minds? Ever wonder why even successful fashion retailers misfire with women over 40? Or if moms are really as squeaky green as they claim to be? If women say theyre tired of seeing supermodels in ads, do they mean it? (Would you even know it if they didnt?)
Get ready to hear the whole truth about the Half Truths that can undermine your best-laid plans with women. For the past decade as partners in the powerhouse consultancy Just Ask a Woman, Mary Lou Quinlan, Jen Drexler, and Tracy Chapman have been changing the way marketers listen to women. Inside this book they share their best Power Listening strategies, honed during their groundbreaking work on behalf of global leaders in dozens of industries. They will save you from wasted research and marketing mistakes before its millions of dollars too late.
In this provocative, tell-all book, you will learn how to detect womens hidden Half Truths and to dig deeper
to the Whole Truths that drive brand leadership, relevance, and growth.
Inside youll find
The five key motivators that drive womens Half Truths and how to overcome them
Compelling cases of Whole Truth marketers (and those shortchanged by Half Truths)
Techniques to break Half Listening habits that sabotage Whole Truth insights
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CEO Mary Lou Quinlan is an internationally recognized marketing strategist with 30 years experience advising
blue chip clients. Shes the author of two rule-changing books, Just Ask a Woman and Time Off for Good Behavior, has written for national womens 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.
Get ready to hear the whole truth about the Half Truths that can undermine your best-laid plans with women. For the past decade as partners in the powerhouse consultancy Just Ask a Woman, Mary Lou Quinlan, Jen Drexler, and Tracy Chapman have been changing the way marketers listen to women. Inside this book they share their best Power Listening strategies, honed during their groundbreaking work on behalf of global leaders in dozens of industries. They will save you from wasted research and marketing mistakes before its millions of dollars too late.
In this provocative, tell-all book, you will learn how to detect womens hidden Half Truths and to dig deeper
to the Whole Truths that drive brand leadership, relevance, and growth.
Inside youll find
The five key motivators that drive womens Half Truths and how to overcome them
Compelling cases of Whole Truth marketers (and those shortchanged by Half Truths)
Techniques to break Half Listening habits that sabotage Whole Truth insights
----
CEO Mary Lou Quinlan is an internationally recognized marketing strategist with 30 years experience advising
blue chip clients. Shes the author of two rule-changing books, Just Ask a Woman and Time Off for Good Behavior, has written for national womens 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.