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PurseStrings: New Proven Ways of Reaching the Hearts and Minds of Female Consumers ReviewMarketing to women is a popular subject among the advertising community because everyone knows how powerful the female consumer is. The problem is if you ask most advertisers, they think they know exactly what women want, but if you look at most advertising today, you'll see nothing is farther from the truth. There is an art to connecting with the female consumer and Tom Jordan and Amanda Stevens dissect it in this book. One of the things that sets this book apart from others in the same category is how many different ways the authors look at the subject matter: How are men and women different? Who creates advertising and what are their motivations? How do women use emerging technology and what does that mean to advertisers? How can you conduct effective research to find out what women really think?While there is a lot of great information in these pages, my favorite thing about this book is that one of the authors (Tom) is a self-professed reformed sinner. This is a guy who has had a long career in advertising, has won some of the most prestigious awards in the industry, and yet he has no issues admitting that he was one of the clueless guys who missed the mark more than once in his day. It's refreshing to hear someone freely admit to mistakes and then happily share the lessons he has learned along the way.PurseStrings: New Proven Ways of Reaching the Hearts and Minds of Female Consumers Overview
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