For anyone who has ever done market research for a new product or campaign that women said they liked, only to have that product or campaign fail miserably – this book is for you.
What She's Not Telling You – Why Women Hide the Whole Truth and What Marketers Can Do About It is the latest book by Mary Lou Quinlan and other top minds at Just Ask a Woman.
What She's Not Telling You takes a brutally honest look at the Half Truths women tell not only to marketers, but to themselves. I found myself nodding my head, "OMG – that is SO true" and laughing out loud.
The book looks at specific things you, as a marketer, can do to make sure you aren't relying on Half Truths which can sabotage your efforts. The secret to success is moving beyond her Half Truths to her Whole Truths.
A Half Truth is something women are willing to admit. A Whole Truth is what women really believe, do, and buy.
Women will save the Whole Truth for those who respect who she is and what her life is about, who ask smarter questions, and who are honestly intent on hearing her answers.
The 5 Half Truths that shortchange your success
Here's an example of a woman's Half Truth – "I want to eat healthy foods." But here's her Whole Truth – "Sometimes the less-bad-for-me version of my favorite foods is good enough."
Another example – Half Truth – "I'd never go back to being 35. I feel so much wiser now." Whole Truth – "Just because I've earned these lines doesn't mean I want to wear them."
Women's relationship-driven natures propel their Half Truth telling whether it's to please, cajole, repel questioners, or protect herself or her family from emotional intruders, like marketers.
There are 5 universal emotional drivers of Half Truths best described by the acronym GAMES:
G = Good Intentions
A = Approval Seeking
M = Martyrdom
E = Ego Protection
S = Secret Keeping
Understanding these emotional drivers can help you look out for them and not be taken in by Half Truths where she says one thing, but does another.
Wal-Mart vs. Target
Get the inside scoop on which brand women say they love, but which brand actually gets their money.
Take a closer look at this marketing darling and see that sales aren't living up to the hype.
What women say vs. what women do
One of the things I love about online marketing is that you can measure what people actually do, vs. what they say they would do.
In the book, there's a funny example of women who suffered from heartburn and claimed they avoided spicy foods. Yet in the focus group room, when offered a choice between a bland turkey sandwich and lasagna with garlic bread, guess which entree was decimated? LOL!
What she says she'll do, and what she actually does can sometimes be two different things.
Why marketers are part of the problem
The fault does not lie completely with women. Marketers are a part of the problem as well. Take an honest look at the part you're playing and the mistakes you are making. I found this part of the book to be one of the most helpful. If you conduct focus groups, this is a must read. (and you'll also appreciate the peanut M&M jokes).
One of the best marketing to women books this year
This is truly one of the best marketing to women books I've read this year. It's a quick read, it's entertaining, and I guarantee you will walk away with a whole new awareness and understanding of women.
As the book says: "Once you learn to listen differently, you'll begin to hear what she's not telling you."