Summary of Just Ask a Woman

Cracking the Code of What Women Want and How They Buy

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Just Ask a Woman book summary
You can finally answer the marketing question, “What do women want?” If you want to know anything else, ask the women.

Rating

9 Overall

8 Applicability

9 Innovation

9 Style

Recommendation

Mary Lou Quinlan interviewed 3,000 women consumers about their desires and buying habits. When you finish her book, you will actually be able to answer the question, "What do women want?" Quinlan’s style is direct and personable. She backs up her arguments with quotes from successful CEOs and marketers and with a smattering of do’s and don’ts from the world of advertising. The book has heart - after all, Quinlan maintains that for women, business is personal - as well as practical advice, although you may have to dig for it. She provides a lot of information on broad thematic lines, sometimes making it tricky to sort out strategies from stories. This is less of a textbook than Marketing to Women (by Martha Barletta from Dearborn Trade Publishing); it is more research-based and extends beyond communications into comparable hands-on, practical counsel. getAbstract.com suggests this wakeup call about the buying power of women to professionals in marketing, advertising, sales and customer service. Use this primer to decode those mixed signals you’ve been getting from women in your marketplace - and in your life.

In this summary, you will learn

  • How to bypass a woman’s stress so she buys your brand
  • How to support her decision-making
  • How to show that you understand women’s values
  • How listening to women can boost your profits
 

Summary

Listening to Women
Women in the U.S. directly influence more than 85% of all purchases. They hold the wallets. Therefore, to stay ahead in the marketplace, you need to learn how to market to them. Yet, women want to be marketed to differently, a source of frustration for many marketing...
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About the Author

Mary Lou Quinlan is the CEO of Just Ask A Woman, a marketing consultancy firm where she helps clients build their business with women. Quinlan is an author, public speaker and expert in brand turnaround.


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