Marketing to Women: New Book Tells How to Market to Soccer Moms

The Soccer Mom Myth: Today's Female Consumer - Who She Really Is, Why She Really Buys

Marketing is a tough business. How do you market? To what populations do you market to? Who is your target audience? The questions are endless. Even more so in today's diversified economy where every population group has some expendable money and is a potential group that an advertiser or marketer needs to focus on. Perhaps one of the largest of these population groups - and one with the most amount of expendable money - are the "Soccer Moms." You know, the one's that drive the minivans, have 2.5 kids, a Yellow Lab, go on 1.5 vacations per year, have a college degree, etc. But how do you market to this population? Are they a real population that one can market to? Well, in The Soccer Mom Mythauthors Michele Miller and Holly Buchanan give away the dirty secrets every marketer has been dying to know - how to reach this lucrative population without alienating them in the process.

The old model used for marketing to people didn't really focus on individual groups. Known as the “Four Ps”, it was largely defined in the 1960s and taught us to think of product, channel, and promotions as separate strategies. This model may work to some extent, but as outlined in The Soccer Mom Mythit is largely ineffective when it comes to marketing to today's savvy women.


Women have a different biology, a different sense of taste, and different needs. They need a different approach when it comes to marketing. As the authors discuss, women want marketing messages that energize and empower them, not ones that are pushy or in your face. Based on extensive research and real-world examples, The Soccer Mom Mythis one of the best marketing books for 2008! Sections include: How to Market to Women; Marketing to Women - The New Mainstream; Understanding Gender Differences - Nature versus Nurture (this section alone is worth the cost of the book for any advertiser or marketer); The Power of Marketing to Women as Individuals; The Inside Out of Your Customers - And Your Business; and The Future of Marketing to Women.

Using the latest scientific evidence and a woman's smarts, the book discusses how you should market to women from the inside out. That is, to successfully market to today's modern women, you need to find what motivates each individual women and speak to that. If you connect to the individual and heart of women, then they are much more likely to feel energized, empowered, and to value your product - and to purchase it! Similarly, copywriting needs to be effectively geared to the women's mind, and one great way to do this is via personas. As the authors elucidate, you have to understand a women in the context of her whole world - what are her deeper motivations, what questions she is asking, and what her objections are (i.e., her persona). When you begin to examine, and understand, a women's persona the success of your marketing campaign will greatly increase.

Filled with numerous case studies and real-world examples, there is nothing left out in this book. In fact, there is an entire chapter focused on scenarios - discussing how to plan a marketing campaign or website to accommodate a women's perspective. The authors walk you through each step, from how a women navigates a website versus a man, to how they are looking for certain kinds of information, to how your customers move from one marketing medium to the next.

The Soccer Mom Mythis an excellent book. Rarely does one get the insight into another group (or in this case, gender) such as is given here. Anyone interested in the largest population in the US (51 percent of the population with control of 80 percent of all purchasing decisions) should read - and then re-read - this book. You will see your marketing campaigns in a whole new light, and your bottom line will improve.

Buy Secure on Amazonor via the Publisher.

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