LITMIR.BIZ

      First published in 2018 by John Wiley & Sons Australia, Ltd

      42 McDougall St, Milton Qld 4064

      Office also in Melbourne

      © Venus Advertising Pty Ltd 2018

      The moral rights of the author have been asserted

      National Library of Australia Cataloguing-in-Publication data:

      Creator: Brideson, Bec, author.

      Title: Blind Spots: how to uncover and attract the fastest emerging economy / Bec Brideson.

      ISBN: 9780730345404 (pbk.) 9780730345381 (ebook)

      Notes: Includes index.

      Subjects: Women consumers – Influence. Women – Economic aspects. Target marketing. Consumer behavior. Purchasing power – Comparative method.

      All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above.

      Cover design by Wiley

      Internal design by Kiriaki Sarafis

      Disclaimer

      The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.

      Foreword

      Never in history has there been more pressure on businesses. The average time a CEO keeps their job is near record lows. The average time a marketing director keeps theirs is even shorter – just 44 months.

      It's not hard to see why.

      We've moved from a business environment where successful companies could hold the same steady course for decades to a corporate battlefield that is being ripped apart by the ubiquitous forces of the internet – instant global markets and competition, extreme transparency and competitiveness on pricing, and the rise of the consumer's voice via social media, blogs and product reviews.

      And it isn't about to slow down anytime soon.

      One of the most important consequences of these seismic shifts in the marketplace is that the basic, bland and shallow manner in which so many companies have traditionally communicated with their potential customers is no longer working.

      These days what companies say in their marketing messages and what they do day-to-day in the world are revealed, commented upon and evaluated within hours by their customers. Speak down to them and your company will be discussed and derided globally almost instantly. Be trite, simplistic or just inaccurate in how you communicate with them, and they'll abandon your brand for the ten thousand others on the internet that offer pretty much the same things you do.

      As the mass media devolves into the mess media, we have never been more in need of a new breed of communication expert who can help us navigate our way through the message minefield.

      At the forefront of these pundits is Bec Brideson, a genuine expert on one of the most important areas of commerce – the female customer.

      Just as the Inuit are said to have 50-plus words to describe different types of snow, where we see only one, Bec Brideson can identify a myriad ways we can better communicate with women, many of which the average senior executive has never even thought about, let alone addressed.

      Bec doesn't just understand women. She has articulated a precise path for how businesses can see them, resonate with them, commu-nicate with them and then do business with them.

      This priceless knowledge was not acquired easily. It has taken Bec more than 25 years of focused work in the communications industry – first as a multi-award winning advertising writer, then as a top-level creative director, then running her own agency specialising in marketing to women, and now as a nationally respected consultant advising companies on her cutting-edge methodology for reaching (and persuading) the female consumer.

      Knowledge is one thing, but what makes Bec so valuable to businesses is her commercial acumen. She understands that companies aren't marketing for kicks, but for bucks. And that's why this book is packed with insights that can help you sell truckloads of products and services to the female customer.

      Some of what she says may shock you, much of it will challenge you, but by the end you'll agree on two things:

      There's a much more effective way to communicate and sell to the female consumer.

      Bec Brideson knows exactly how to do it.

      About

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