an excerpt from The She Spot: Why Women Are the Market for Changing the World – And How to Reach Them by Lisa Witter and Lisa Chen

Published by Berrett-Koehler Publishers

Contents
Foreword by Gary Hirshberg, President and CE-Yo of Stonyfield Farm Preface Introduction A Women-Centered (Marketing) Revolution Part I Understanding the She Spot 1 Why Women Matter 2 How Women Think 3 What Women Want Part II How to Hit the She Spot 4 Care 5 Connect 6 Cultivate 7 Control Part III Where to Hit the She Spot 8 Where to Reach Women 9 Segmenting the Women’s Market Conclusion The Not-So-Secret Secret to Changing the World Resources Notes Acknowledgments Index About the Authors ix xv

1

9 11 21 29

43 45 63 77 95

107 109 121

141 151 157 169 173 175

Preface

What Is the She Spot?
A few years ago during the 2004 election, a coalition of get-out-the-vote organizations asked Lisa Witter to advise them on their “Women’s Voting Day” campaign, including the beta design for the campaign’s Web site. When she clicked on the URL, the home page was wreathed in pink flowers. The content was focused exclusively on choice and “soft” issues like education and healthcare to the exclusion of issues like the War in Iraq, jobs, and national security — issues that polling showed were, in fact, top-of-mind for the majority of women voters. The coalition deserved credit for identifying women as an important target audience. But then they hit two blind spots that, as communications consultants for the public sector, we see all too often: One, by relegating their outreach to women to a single “day,” they were missing out on an enormous opportunity to connect with the demographic powerhouse that has shaped presidential elections for the past 20 years. Two, their efforts to appeal to women were off the mark, reflecting a poor understanding of what women actually care about and respond to. We wrote this book to correct these blind spots and find the She Spot instead. By “She Spot,”