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AskPatty case study in on 'The She Spot: Why Women Are the Market for Changing the World -- And How to Reach Them'

Published Jun 18th 2008, 5:57pm by Jody DeVere in Pressroom

June 18, 2008
How will Barack Obama ensure he wins the coveted women's vote this election? How can activists, politicians, and cause organizations effectively tap the female market to help stop global warming, end the war in Iraq, raise money for the PTA or fight childhood obesity?

In the new book "The She Spot: Why Women Are the Market for Changing the World -- And How to Reach Them," Lisa Witter and Lisa Chen show politicians, activists and cause organizations what consumer marketers already know -- that when it comes to affecting change, women are not a niche audience; they are the audience.

From T-Mobile to Home Depot, a growing number of corporations today have gotten savvy about marketing directly to women because they recognize that women make 83% of all purchasing decisions for their families. Witter and Chen, both executives from the nation's leading public interest communications firm, Fenton Communications, offer an illuminating look at what makes women tick and how to harness their enormous potential as change makers.

"The She Spot" reveals some surprising facts, including:

-- Women control more than half of all personal wealth in the United States

-- Women account for roughly 60% of socially conscious investors

-- Women make contributions to twice as many charitable organizations as men

-- Since 1980 women have turned out in higher numbers at voting booths for Presidential elections

-- Women are online and blog more often than men

Building on facts like these, Witter and Chen identify and describe the core principles for designing messages and outreach strategies that will resonate with women of all ages and backgrounds.

This book makes the case that simply painting your marketing campaign "pink" and calling it a day will miss the mark with most women. Connecting with women, Witter and Chen show, can help you connect with men too -- think both/and, not either/or. You'll raise more money, recruit more supporters for your cause. In the end, those who hit the "she spot" claim the power to create a better, brighter world for all of us.

Lisa Witter and Lisa Chen are available for interviews. For information about the authors and "The She Spot," please call Peter Cavagnaro at (415) 743-6469 or email him at

Read the official press release

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