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The She Spot

Book Description

Women are a huge, uniquely receptive but still underutilized audience for a whole range of social and political causes, not just “women's issues.” In The She Spot, Lisa Witter and Lisa Chen, top executives in the nation's largest public interest communications firm, explain why women's enormous potential is still largely untapped. Citing examples from both the for-profit and nonprofit sectors, they offer specific, detailed advice—much of which flies in the face of conventional wisdom—on how to better connect with women and advance your mission.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. More Praise for the She Spot
  5. Foreword
  6. Preface
    1. What Is the She Spot?
    2. What You’ll Find In These Pages
    3. Why Listen to Us?
  7. Introduction A Women-Centered (Marketing) Revolution
    1. Why Women Are the Key to Moving the Needle On Social Issues
    2. Why Gender-Neutral Marketing Is Not Enough
    3. It’s About Her
    4. The Four Cs: Care, Connect, Cultivate, and Control
    5. Marketing—for Social Change
  8. Part I Understanding the She Spot
    1. 1 Why Women Matter
      1. Women: A Nonprofit’s Best Friend
      2. Transforming Society As We Know It
      3. Conclusion
      4. Chapter Take-Aways
    2. 2 How Women Think
      1. Gender Differences Vs. Gender Equality
      2. Yes, Virginia, There Is a Difference
      3. Size Doesn’t Matter, But Structure and Chemistry Do
      4. Women: The Great Communicators, or the Science On Connect
      5. Women’s Big Picture Thinking, or the Science On Cultivate
      6. Enter: Hormones
      7. Harmonious Coop Vs. Pecking Order, or the Science on Community
      8. Conclusion
      9. Chapter Take-Aways
    3. 3 What Women Want
    4. Beyond Choice: Redefining “Women’s Issues”
    5. The Rule of the Four Cs
    6. Conclusion
    7. Chapter Take-Aways
  9. Part II How to Hit the She Spot
    1. 4 Care
      1. The Nonprofit That Knew Too Much
      2. Who Cares? Women Do
      3. Getting Her to Care: Six Marketing Tips
      4. It Takes a Nation
      5. Voting for the Candidate Who Cares
      6. Storytelling Through Video in the Age of YouTube
      7. Conclusion
      8. Chapter Take-Aways
    2. 5 Connect
      1. Making the Connection
      2. Conclusion
      3. Chapter Take-Aways
    3. 6 Cultivate
      1. Tell Me More
      2. Changing Trends in Philanthropy
      3. Women Are More Loyal and Often More Involved
      4. Women = Word of Mouth
      5. Fast-Forwarded Election Cycle
      6. Six Keys to Cultivating Women’s Support
      7. Conclusion
      8. Chapter Take-Aways
    4. 7 Control
    5. Women As Air Traffic Controllers
    6. Debbie Downer Vs. Erin Brokovich
    7. Conclusion
    8. Chapter Take-Aways
  10. Part III Where to Hit the She Spot
    1. 8 Where to Reach Women
      1. Where to Pick Up Women
      2. The News Media—Do They Still Matter?
      3. News Consumption: The Gender Split
      4. Connecting With Women In Cyberspace
      5. Marketing to Women Online
      6. The Bloghersphere
      7. Do You YouTube? Women’s Online Video Use
      8. Social Networking Media: A Woman’s Best Friend
      9. Conclusion
      10. Chapter Take-Aways
    2. 9 Segmenting the Women’s Market
    3. Women, One Segment At a Time
    4. The Rise of Micro-Targeting
    5. Life Transitions As Opportunities
    6. Debunking the Myth of the (Conservative) “Security Mom”
  11. Conclusion the Not¯So¯Secret Secret to Changing the World
    1. “Add Women and Change Everything.”
    2. From Issues to Values
    3. Survival of the Connected
    4. The Death of Women’s Issues?
    5. Women: The Not-So-Secret Secret to Changing the World
    6. Putting Theory Into Action
  12. Resources
    1. Books and Web Sites
  13. Notes
    1. Introduction Notes
    2. Chapter 2 Notes
    3. Chapter 3 Notes
    4. Chapter 4 Notes
    5. Chapter 5 Notes
    6. Chapter 6 Notes
    7. Chapter 7 Notes
    8. Chapter 8 Notes
    9. Chapter 9 Notes
  14. Acknowledgments
  15. Index
  16. About the Authors
    1. Lisa Witter
    2. Lisa Chen
  17. About Berrett-Koehler Publishers
  18. Be Connected
    1. Visit Our Website
    2. Subscribe to Our Free E-Newsletter
    3. Get Quantity Discounts
    4. Host a Reading Group
    5. Join the BK Community