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Title: EVEolution : The Eight Truths of Marketing to Women by Faith Popcorn ISBN: 0-7868-6523-7 Publisher: Hyperion Press Pub. Date: 14 June, 2000 Format: Hardcover Volumes: 1 List Price(USD): $24.95 |
Average Customer Rating: 3.76 (34 reviews)
Rating: 5
Summary: Faith's Female Friendly Finds!
Comment: This book deserves more than five stars!
I am a big Faith Popcorn fan. That led me to go into reading this book with high expectations. What a great deal it was to have those expectations well exceeded!
Tom Peters first raised the theme of this book in his book, The Circle of Innovation. The vast bulk of most consumer purchases are either made or strongly influenced by women. Stop marketing generally, and be sure you marketing is gender friendly in the broadest sense. But Tom, as a man, could only take that point so far.
Faith Popcorn has really explained it very well. She has identified 8 key principles:
(1) Women link (the marketer's job is to make that easier for women -- witness the success of women-only Web sites)
(2) Serve all of a woman's needs, not just the ones she has part of the day (if she needs convenient ordering, be sure to offer everything she wants to buy conveniently -- take-out foods for all meals)
(3) Women want their needs anticipated (if she has to tell you what she wants, it's all over -- lots of work, stress, home responsibilities and money mean that home spas are doing well)
(4) Use the indirect approach (women prefer to notice things on their own and apply them, rather than getting a direct, hard sell -- women notice institutional appliances in great restaurants and put them into their own kitchens)
(5) Go to her and make it easy (witness the success of at-home direct selling)
(6) Sell one generation of women, and you get the next as well (see how children now dress like adults at a very young age, because Mom and daughter want to look like each other)
(7) Take on a role as a trustworthy adult to help women, and they will link with your brand (GE Financial Assurance provides a mentor role for women entrepreneurs)
(8) All the details matter (organic foods are taking off because they are healthier, even though very expensive).
As interesting as these points are, Faith Popcorn also deserves praise for the superb way she explains her ideas. In the beginning of the book, she has one example of each concept. Then there is a chapter on each principle. The chapter has many examples, and finalizes with one thorough one drawn from her consulting experience. Then, to be sure you've got the point, she takes well-known brands in each chapter and points out what they are NOT doing that they should be.
The crowning glory is a chapter on all of the things that Ron Perelman and Revlon are doing wrong, and compares it with how the brand was run originally. Faith couldn't find much of anything she likes about the Revlon approach. As a matter of fact, the company has done poorly.
But, at a broader level, this book is also about marketing in the 21st century. Although the focus of the book is women, those who market to men will often benefit from following the same advice. Saturn, a role model she describes, is not just appealing to women. Men like to be treated like people, too, when they buy a car. As a loyal Saturn owner, I know the approach worked well with me.
I can hardly wait for her next book! Have a great time as marketers begin to apply these principles, providing a better consumer experience for customers and more business success for their companies.
One trend she did not explicitly address are the many consumer goods companies that are converting to having mostly women in product design and marketing. That should help, too.
I suggest that you also think about what trends may emerge for women in the future, and begin to serve the needs that those trends create. For example, families are getting smaller. How can you make your products and services fit the one child family better?
Rating: 4
Summary: Powerful Truths Amid the Fluff and Arrogance
Comment: Faith Popcorn's EVEolution lays out some very important, practical principles (she calls them truths) for effectively marketing to women. How one would deliver on the truths of connecting women to each other, marketing to all of her lives, making sure she doesn't have to ask, marketing to her peripheral vision, etc. will be very different for a personal care brand versus money management brand. Nevertheless, if appropriately applied, these truths can make a brand more successful. I have seen results first hand.
The key to getting through this book is keeping the above in mind while wading through what in the end should be considered several minor flaws, even though they tend to dominate the pages of the book.
Notwithstanding several good case examples (e.g., Saturn), the book is filled with an array of very loosely thought out ideas that are so easy to poke holes into, they may leave the reader questioning whether or not following the truths really works.
Faith also, based on my marketing experience, correctly claims that "women don't bond with brands that market to them in an overly aggressive way. A full frontal attack isn't the way to turn a woman on." However, the entire book is presented via an "in your face" approach, which will likely turn off some women (and some men for that matter).
And finally, Faith attempts to make the case that women are superior to men... on all levels. I would agree that women are superior in many aspects, but they are neither superior nor inferior overall. This approach tends to diminish her credibility.
Nevertheless, Faith has keen insight into the way women think and operate. It's really true that "women don't buy brands, they join brands." Therefore, we must do all we can to join our brands in every way possible. Faith's 8 Essential Truths provide unique insight on how to achieve this. Creative, appropriate application of these principles to your band or business is up to you. It actually takes hard work, but as I said before, it will deliver results. For this reason alone, the book is well worth reading.
Rating: 5
Summary: Eveolution's Truth's Still Hold True
Comment: When you want to confirm "What do women want?" Faith Popcorn's book still holds true today. Her visionary view confirms what I as a woman, business owner and consultant to women want...sensativity to my needs and marketing that reflects a genuine interest. This book is an easy read and provides great tips and websites that capture a women's broad interests.
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Title: Marketing to Women by Martha Barletta, Tom Peters ISBN: 0793159636 Publisher: Dearborn Trade Publishing Pub. Date: 12 December, 2002 List Price(USD): $23.00 |
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Title: Just Ask a Woman: Cracking the Code of What Women Want and How They Buy by Mary Lou Quinlan ISBN: 0471369209 Publisher: John Wiley & Sons Pub. Date: 11 April, 2003 List Price(USD): $27.95 |
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Title: Clicking : 17 Trends That Drive Your Business--And Your Life by Faith Popcorn, Lys Marigold ISBN: 0887308570 Publisher: HarperBusiness Pub. Date: 28 January, 1998 List Price(USD): $15.95 |
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Title: The Popcorn Report : Faith Popcorn on the Future of Your Company, Your World, Your Life by Faith Popcorn ISBN: 0887305946 Publisher: HarperBusiness Pub. Date: 23 September, 1992 List Price(USD): $16.00 |
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Title: Dictionary of the Future: The Words, Terms and Trends That Define the Way We'll Live, Work and Talk by Adam Hanft, Faith Popcorn ISBN: 0786866578 Publisher: Theia Pub. Date: December, 2001 List Price(USD): $22.95 |
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