Getting Beyond Soccer Moms
Instead of writing a book review of Michele Miller and Holly Buchanan’s new book, The Soccer Mom Myth, I decided to interview Michele - who has become a close personal friend over the past few years. This should give you some inside scoop on the book and a better sense of her background and inspiration.
AL I know you’ve had an interesting path to your marketing to women focus. Like me - you did not study it in college or even necessarily think you’d go into marketing. Can you share the couple of turning points in your education/working background that may have started your path in this direction?
MM Sure - can you believe the wild ride we take to get where we are? In the early 80’s, I earned my first degree, which was in music education. Through my training and teaching, it became apparent to me that girls and boys often learn differently. Boys seemed to focus in on one thing at a time, where girls approached a problem from a “big picture” perspective. I remember being fascinated by this process and it stuck in the back of my brain. Years later, while working in New York City, I struggled with getting arts organizations and clients to market themselves differently from traditional methods The biggest successes came about through changes in language and communication style. It was then that I began to research the differences required in marketing to women vs. marketing to men.
AL In the training and workshops you do related to marketing to women, what have been the biggest surprises?
MM In my speaking gigs and workshops, the biggest surprise has been how people have taken this information (intended for marketing) and applied it to their personal lives. More often than not, I have both men and women come up to me with a light in their eyes, saying, “My God… now I understand more about how my wife/husband functions, and I think I just came up with an answer to a conflict we’ve been having.” Once applied to a personal relationship, business owners and marketers see how easy it is to connect and they immediately begin applying it to their business relationships with great results.
AL In writing the book with Holly, what did you want to add to the existing marketing to women resources (which include my own book, Don’t Think Pink)?
MM I have to admit that in the beginning, Holly and I were intimidated about writing a book when such excellent content already existed through books from Marti Barletta and of course, “Don’t Think Pink!” What we realized early on, though, was that if marketing to women is mainstream, there’s always room at the table for more insight. Sort of a “standing on the shoulders of giants” deal. I think in showing why marketing to women is here to stay, giving some basic scientific information, and step-by-step instruction on how to apply this information to online marketing, we’ve added valuable content to the discussion.
AL Which one point/concept introduced in The Soccer Mom Myth is the biggest insight for your readers?
MM The one area that seems to be resonating the most with readers is the importance of creating “personas,” or abstract customer profiles that help you get to know your customer inside out. That really drives that point home that all women are not the same, and won’t react to advertising messages in the same way. The chapter on how to write copy for different segments of the female market is a powerful one for readers, whether you’re new to the subject or a veteran marketer.
AL Where is your work taking you from here on out (I mean, when you get past the mad rush of promoting the book)?
MM Well, in the “never say never’ category… I’m working on another book! I’m delighted to say that this one will drill down to uncover the subject of “selling to women,” rather than the more generalized “marketing to women.” That, combined with my speaking events and workshops should keep me out of trouble till at least late 2010.
AL Finally, the biggest, most important question (ha): how much has your dog affected your life balance as you worked on the book and moved forward with your speaking/writing career?
MM You and I know what dogs do for our lives - anyone laughing at this question/answer obviously isn’t a dog owner. To come home to a loving husband and dog after two weeks on the road is more than a girl could wish for. My work is heavily influenced by Penny the WonderDog - she calms me while I’m writing (she’s wrapped around my chair as I type) and knows when to give me a nudge with her nose when it’s time for a break. She’s always there to remind me never to take myself too seriously, and that to play is what makes us more creative and centered. Dogs rule!
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You can learn more about Michele and Holly, and The Soccer Mom Myth, by visiting each of their blogs:
