Key Business Partners, LLC

I have the opportunity to interview two wonderful ladies who have written a business book that pulls no punches, has quick wit and great business advice about marketing to women.

In their new book The Soccer Mom Myth co-authors Michele Miller and Holly Buchanan use their experience in marketing to women to show companies and marketers how to market to women in general, but more importantly, how to market to women as individuals. Not all women buy the same way. And almost none actually call themselves
Soccer Moms. Buchanan states, “When I conduct marketing seminars, I will ask a direct question to a room filled with educated women with money and the urge to spend it. “How many of you in the room consider yourself a Soccer Mom?’”The silence is deafening and very seldom do I receive one or two hands raised. So if most women don’t consider themselves “Soccer Moms”, what does that say about the effectiveness (or ineffectiveness) of billions of dollars of advertising aimed at this group?”

In The Soccer Mom Myth, Miller and Buchanan break through the barriers of stereotypes like “soccer mom” to unveil proven persuasive marketing strategies to women. The book focuses on today’s most compelling mediums for marketing to women including the Internet, blogs and word-of-mouth advertising.
“Women are no longer a ‘niche,’” says Miller. “They are the majority of consumers influencing 80% of all spending. Advertisers know they need to talk to these consumers. The questions is no longer why market to women, it’s how.”

Holly Buchanan and Michele Miller, are the co-authors of The Soccer Mom Myth, Today’s Female Consumer, Who She Really Is, Why SheReally Buys.

Q: How did you meet each other?

Holly: Michele came to a copywriting seminar I was teaching at Future Now in Brooklyn – we had just moved into the building and were having trouble with the heat – well, the day of the seminar, the heat went out, and it was one of the coldest days of the year. All I could see of Michele was her eyes peeking out from beneath her hat, scarf, gloves, and winter parka for the whole first day of the seminar. (the heat came back on, at least partially, the second day). Anyhoo – she was a trooper and we instantly hit it off.

MicheleYes, I remember that chilly class – I swear the inside thermometer read 47 degrees (I’m NOT exaggerating!). I think Holly took pity on me ‘cuz I was holding a sign that said, “Will work for heat.”

Q: What made you wish to write this book together about marketing to women?

Holly: It was Jeff Eisenberg’s fault. He said – “hey, Michele, you’re a marketing to women specialist, Holly is a marketing online specialist, why don’t the two of you combine your talents and write a book together.”

Michele:Jeffrey may have introduced us, but it only took a few seconds to realize that Holly was going to be a dream to work with and likes fun as much as me. We’re both passionate about marketing to women, and with our individual areas of expertise, the match couldn’t have been more perfect.

Q: What is the one thing you would like to know more about?

Holly: Psychoneuroimmunology (PNI) – It’s the study of the interaction between psychological processes and the nervous and immune systems of the human body.(Yes, I am a geek.) I think it will explain there really is a very strong mind/body connection. I think it’s going to revolutionize the way we treat health issues and healing.
Michele: I plan to continue my research into human behavior, especially where wiring in the female brain is concerned. I’d also like to learn to dance better (just watch the video!)

Q: What is next in the upcoming year for you and your business?

Holly: Please God, a vacation – preferrably to a small tropical island with no Internet or blackberry service. After that, I’m looking forward to working with fabulous clients on marketing to women projects that are both interesting and inspirational. I also hope there will be a second book in my near future.
Michele:Believe it or not, I’m at work on my next book! (Holly: Didn’t I say I wouldn’t be doing this again for awhile?) Plus speaking engagements across North America, on the topic of marketing to women – I love meeting folks from all kinds of industries.

Q: Here is a fun question just for fun sake. What is your favorite color and why?

Holly: Wind. Seriously. I was looking at women’s scarves, and there was a color called “wind”. What the hell kind of color is wind? It didn’t make sense to me as a color for a woman’s clothing product, but I like the idea that wind can be a color – for me it’s whatever color breezes by and just feels good that day.
Michele:Hmmm. I’d have to say cranberry (which you can tell from my blog). It’s red and POWERFUL, but centered.

Q: How can people get in contact with you?
Holly: holly@thesoccermommyth.com. They can also contact me through the Future Now website at www.futurenowinc.com.
Michele:My email is michelemiller@wizardofads.com. Or you could always shine the “bat light” into the night time sky…

Well, I would like to say that I truly enjoyed this interview so thank you both ladies for taking the time to answer my questions. And thank you again for co-authoring, The Soccer Mom Myth.

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