The She Spot (eBook)

Why Women Are the Market for Changing the World-And How to Reach Them

Lisa Witter, Lisa Chen (Autoren)

eBook Download: EPUB

2022
288 Seiten
Berrett-Koehler Publishers (Verlag)
978-1-60994-428-5 (ISBN)

Infos

Offers concrete, field-tested advice for helping nonprofits, social advocacy organizations, and political campaigns connect more effectively with women
Includes examples from both the for-profit and non-profit sectors
Written by top executives from the largest public interest communication firm in the country
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. Offers concrete, field-tested advice for helping nonprofits, social advocacy organizations, and political campaigns connect more effectively with women
Includes examples from both the for-profit and non-profit sectors
Written by top executives from the largest public interest communication firm in the country
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.

Produkt-Details

• Erscheint lt. Verlag: 14.4.2022
• Verlagsort: Oakland
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
• Themenwelt: Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie
• Schlagworte: books for advertisers • books for entrepreneurs • Communication • designing messages for women • female consumers • Feminism • Gender Studies • how to market to women • how to sell a product • insightful • Marketing • marketing, female consumers, marketing to women, targeting women, designing messages for women, communication, connecting with women, new perspective, female empowerment, feminism, marketing for nonprofits, marketing for corporations, corporations, business, nonprofits, insightful • marketing, how to market to women, designing messages for women, targeting women, female consumers, how to sell a product, books for entrepreneurs, books for advertisers, gender studies, feminism, communication, nonprofits, insightful • Nonprofits • targeting women
• ISBN-10: 1-60994-428-3 / 1609944283
• ISBN-13: 978-1-60994-428-5 / 9781609944285