Just Ask A Woman
Cracking the Code of What Women Want and How They Buy

by Mary Lou Quinlan

Summary

Were you aware that women comprise just over half of the U.S. population, yet they buy or influence the purchase of 85% of all products and services sold nationwide? Needless to say, women today are America’s most powerful consumers. Therefore, anyone who is selling a product or service needs to understand the women they are trying to reach. If you don’t, she will align herself with someone else who does. Just Ask A Woman will help you better market your product in a way that address the needs of women and connect with them on an emotional and motivational level.

Recommended Readers

This book will be helpful for any individual or company who is selling to women including marketers, advertisers, brand managers as well as the general public. People in a variety of positions will benefit from the lessons learned in this book, including those in positions such as Brand Managers, Marketing Managers, Market Research Managers, Advertising Account Executives, Assistant Brand Managers and Assistant Marketing Managers.

Top Takeaways

• The number one issue that women face, and that influences everything else they do, is STRESS. Its effects permeate every decision women make, including finance, beauty, technology, health care, entertainment and retail. As a marketer, ask yourself:
  • Does my product or service compete with her stress?
  • Does my product or service help simplify or support her life?
• Often wonder why it takes a woman so long to make a decision? Wouldn’t it be nice if you could understand the key drivers that would make a woman say yes to your product? Essentially, there are four decisions women make when considering your brand:
  • Powerful Memories
    • How does a woman think about your brand – with good or bad memories?
  • Product Legend
    • Have you ever heard a woman say, “Well, I’ve actually never been there, but I’ve heard it’s great?” That is a product that has a positive legend in a woman’s mind.
  • Her Board of Directors
    • Did you know that women rely on a personal board of directors that are intended to provide her more information on your product prior to her purchase?
  • Firsthand Encounters
    • What was the personal experience a woman had with your product?
• A woman’s judgment of the women associated with your brand drives the way she responds to you. Inside every woman is a finely calibrated mirror…those factors of looking good that affect how she feels: youthful looks, fit bodies, fashion sense, reaction from others.
• Women are constantly putting themselves last – behind family, friends, bosses, neighbors, colleagues, and even strangers. Therefore, as a marketer, learn how to move her from last in her line to first in yours. Respect her intelligence, her choices and what she cares about in a way that also respects your brand value.
• As a company, it is extremely important to continually revisit how you collect insights and information from your female customers. Make listening to women a measurable requirement in every department and an every day discipline.

About the Author

As the founder and CEO of Just Ask A Woman, a New York-based marketing consultancy dedicated to building business with women, Mary Lou Quinlan’s clients include CitiGroup, Johnson & Johnson, General Motors and Saks Fifth Avenue. During the course of her 25-year marketing career she has been the Director of Sales Motivation and Advertising for Avon and CEO of N. W. Ayer Advertising.

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