For anyone who has ever done market research for a new product or campaign that women said they liked, only to have that product or campaign fail miserably - this book is for you.
What She's Not Telling You - Why Women Hide the Whole Truth and What Marketers Can Do About It is the latest book by Mary Lou Quinlan and other top minds at Just Ask a Woman.
What She's Not Telling You takes a brutally honest look at the Half Truths women tell not only to marketers, but to themselves. I found myself nodding my head, "OMG - that is SO true" and laughing out loud.
The book looks at specific things you, as a marketer, can do to make sure you aren't relying on Half Truths which can sabotage your efforts. The secret to success is moving beyond her Half Truths to her Whole Truths.
A Half Truth is something women are willing to admit. A Whole Truth is what women really believe, do, and buy.
Women will save the Whole Truth for those who respect who she is and what her life is about, who ask smarter questions, and who are honestly intent on hearing her answers.