reviews

“That women influence 80 percent of consumer purchases is not news to marketers. However, the authors of this book ask two compelling questions: What portion of the women’s market is your market, and how can you meet your women customers on their own terms and forge lasting relationships with them? In Don’t Think Pink, Lisa Johnson and Andrea Learned, co-founders of ReachWomen, a firm specializing in the behavior of women consumers, share their approach and methodology for developing a successful strategy and increasing a company’s share in this critical market segment. The book is rich in practical suggestions and interesting stories, with an easy-to-read style.”
- Harvard Business School

“Every once in a while, I discover a business book that is filled with “Aha!” moments and new learning. Such was the case when I read Don’t Think Pink. I think the book may be even more important than Paco Underhill’s observations on retail…”
– Donna Paz Kaufman – Paz & Associates (The Reader’s Edge)

“Using real companies and industries, such as Lowe’s and Home Depot in the home improvement industry, the authors demonstrate both their marketing philosophy and how readers can apply it. The book’s how-to format is accessible, and the expository writing style is clear and on target. Notes for each chapter and a short recommended reading list add value for students and researchers. Academic and public libraries will want to add to their business collections.”
– Library Journal

“Women aren’t all about pastels and flowers. Everyone knows that, right? Apparently not or otherwise these two marketers wouldn’t have had to write this how-to-market-to-women-effectively book. But luckily they did. Written with style and wit, don’t think it’s only for girls. It’s for everyone who wants to sell something to women and understand the way they think. Great chapters with useful information…this book will help marketers target women more effectively, whether it involves selling cars, coffee or clothing. Get to know how woman’s minds work, get to know your brand, and be authentic; and remember that women can smell bull a mile away.”
– 800-CEO-Read “Jack Covert Selects”

“By examining the different ways women think and how companies can engage women with visible and transparent marketing campaigns, the co-founders of the advisory firm ReachWomen, Lisa Johnson and Andrea Learned, show marketers how to stop thinking pink and start working in partnership with women to determine what they want.”
-Soundview Executive Book Summaries

“The authors present their information clearly and concisely and the advice on using the Internet both to sell products and conduct surveys is particularly helpful. This is a solid guide for marketers at any corporation who what to reach the women’s market.”
– Publisher’s Weekly

“The authors Lisa Johnson and Andrea Learned, founders of marketing consultancy ReachWomen, bring research, aggregative observation and extensive secondary sourcing to bear on how to get smarter about today’s female consumers. Eleven chapters, ranging from “Brain Training – How Not to Think Pink” to “Shaping the Generations” to “Enlisting Women as Your Marketing Partners” scan across data points, psychographic insights and bullet-pointed recommendations on how to be smarter, more empathetic and more effective in efforts to market to women. Johnson and Learned cite an abundance of case studies to illustrate their analysis of the challenges and opportunities in the women’s consumer market.”
– American Demographics

“Don’t Think Pink provides valuable insight into how women, the household purchasing agents, make buying decisions and offer numerous practical suggestions for businesses interested in influencing those decisions.”
– Bart Weitz, Executive Director, Miller Center for Retailing. JC Penney Professor of Marketing, Warrington College of Business, University of Florida

“No matter how much you think you know, this book will elevate your marketing to a new level. I love the inspiring stories, actionable information and case studies. Lisa and Andrea go beyond theory and provide both a resource and roadmap for reaching women consumers.”
-Kim Waite, Global PR, Stila Cosmetics

“The authors present a powerful case for talking to women through understanding their needs and wants, not by ‘acting female.’ This is the first gender-focused book I have come across that also recognizes both generational and life-stage differences within the larger segment of women consumers.”
-Michael Marx, Vice President, Research Services, Visa USA

“The numbers prove that women impact the bottom line of almost every industry in the U.S., from plumbing services to car purchases to business supplies. It’s just good business sense to include a strategy in your marketing plans to attract women. Don’t Think Pink says it all. Women aren’t just attracted to a pinkized product. Lisa Johnson and Andrea Learned have effectively put into writing the tools you need to open the purses of women and drive business into your company.”
-Maria Bailey, CEO, BSM Media, and author, Marketing to Moms: Getting Your Share of the Trillion Dollar Market

“Learned & Johnson emphasize a substance-over-style approach to marketing to women that will inspire readers to put down the pink paintbrush in favor of more thoughtful campaigns that speak to the specific needs of each segment of this diverse, powerful and growing market.”
-Tami Anderson, Marketing Director, Athleta

“Don’t Think Pink is an easy-to-use, comprehensive and powerful guide to the elusive market-to-women puzzle. I highly recommend it [if you want] to achieve first mover advantage in growing the best marketplace out there for B to B or B to C business.”
-Melissa Giovagnoli, co-author, Networlding: Building Relationships And Opportunities For Success

“Every aspect of marketing today is charting new courses and channels, particularly with marketing to the major purchase decision makers – women. Engaging and communicating with women is complicated and challenging and it’s easy to take the wrong path. But, if you have the right direction the rewards are huge. Don’t Think Pink is a new marketing road map. It brings fresh actionable knowledge to help any firm or organization make their women’s marketing strategy clearer and tactical execution crisper. Don’t go without the latest map – ensure you are on the right road – read this book.”
-Steve Sarner, Vice President, Tickle Inc