Authors Lisa Witter, exec VP and chief operating officer of Fenton Communications (and former contestant on the Showtime reality-TV series "American Candidate"), and Lisa Chen divide their manual into four acts -- "Care," "Connect," "Cultivate" and "Control" -- though it remains unclear whether this formula alone can commandeer a loyal female audience.
I read "The She Spot" and appreciated its basic tips for marketing to women -- "Keep it simple" and "Give her details" are examples. But I couldn't help chuckle at the irony of a book that promises the most effective means of persuading the female market is by not targeting them as women, or by not creating stereotypical offerings just because it's a female audience. As Ms. Witter concludes, "All issues are women's issues."
Good fodder for discussion that's sure to hit some He Spots along the way.
Watch Ms. Witter and Ms. Chen discuss themes from "The She Spot" here.