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June 23, 2005
Podcast: Women's word of mouth; Wanna be a business book author?
In today's podcast, we talk with Andrea Learned, co-author of Don't Think Pink, about word of mouth and women. Tune in for Andrea's advice on how to market to women who influence your male customers. We'll also share our top 10 things we believe you need to know if you want to be a business book author.
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Show topics
1. Interview with Andrea Learned, co-author of Don't Think Pink (Begins at 1:00)
2. So you want to be a business book author.... (Begins at 13:00)
Show notes
Links to people, companies, articles, blogs, etc. mentioned in the podcast:
* Andrea Learned, co-author of Don't Think Pink
* 80% of all consumer purchases are made or influenced by women
* "Transparent marketing" to women
* Word of mouth and gender
* Chicago Women in Technology (ChicWIT)
* Tweeter
* Dearborn Publishing
* The Complete Idiot's Guide to Getting Published
* Brand Autopsy blog
* Robert Scoble
* Shel Israel
* Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers
* Steve Rubel
* Little Red Book of Selling
* Mini, the Wonder Dog
Show music
Intro/close: "G.L.S." by Salme Dahlstrom
Break: "Pink" by Aerosmith
Show length
24:03
Podcast hosting provided by Conference Calls Unlimited
Tell us what you think! Add a comment below, or send an email to talktous(AT)customerevangelists.com.
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Ben and Jackie … nice podcast! Your advice on becoming a business book author was spot-on.
For anyone entertaining the idea of writing the next great biz book, I HIGHLY recommend you read “Writing the Break-Through Business Book” (Tom Gorman).
LINK: http://www.contentbizbooks.com/pages/6/index.htm
This book was instrumental in helping us (Brand Autopsy) to learn the ins/outs of biz book game leading to our book deal with Dearborn. (Ben and Jackie also helped by motivating us to follow our ‘calling.’)
There are many books on the market about getting published but Tom Gorman’s book focuses solely on the business book genre. Tom shares insider knowledge about literary agents, publishing houses, advances/royalty rates, and writing a whiz-bang proposal. He also shares great advice on various particulars to include in your contract with a publisher. A must-read for any biz book writer wannabe.
Hooray! It's like a little present when iPodder shows a new COTS podcast...
Love the podcast, as usual. I also loved the Aerosmith clip, very fitting. As one who is interested in this podcasting business, I was wondering, what are the legal standards for using a short song clip as an intro or interlude in a talk-based podcast? I have not been able to find a straight answer (not even sure if there is one) and figure you guys might have some knowledge that could be beneficial to folks.
My wife is completely 100% consumer evangelist for EVERY items and service she loves. And when she's not telling someone else, she's listening to someone else talk about whatever they like. When you shared about women standing naked in a locker room or talking about a skirt from Target in the bathroom--I have completely experienced that with my wife.
I'm just surprised that there is no data to back up this which seems to be to be obvious.
Hey Jackie and Ben,
Terrific podcast! Loved the interview with Andrea and the point she made about how women "dip their toe" into the water several times before actually giving an owner her business. And your "10 Tips for Writing a Business Book" segment was just what I needed - I'm in the middle of this situation right now and was not only validated about what I'm doing... you also gave great advice for moving forward.
Keep 'em comin'!
Cheers,
Michele
Jackie and Ben--
Just wanted to let you know that a listener turned me on to your podcast, and I enjoyed your format and informative segments so much that I gave y'all a glowing review in my Cool 'Cast of the Week segment. Thanks so much for doing the show that you do! I couldn't agree with you more about the power of referrals and B2B networking for any business, not just one focused on women. Actually, I wonder about the damage that some business owners do by attempting to use networking but who go about it in the wrong way. Given what you've mentioned on your blog and this article I've just written on how to be a shameful self-promoter (using offensive networking techniques), I wonder if there are statistics on how negative word-of-mouth can affect a small business.
Link: http://www.heidimillerpresents.com/weblog/archives/000206.html How to Be a Shameful Self-Promoter
Diary of a Shameless Self-Promoter podcast: http://heidimiller.libsyn.com
Jason -- It's unclear to me as to the "fair use" of song snippets. In the journalism world, fair use applies to using short clips from songs, movies or television as part of a story. Does this apply to podcasting? Who knows. Is blogging journalism? It's unclear. Is podcasting journalism? I say it's a qualified yes (information vs. entertainment) but who knows with Congress and U.S. Supreme Court these days.
Tim -- Andrea Learned says she surprised about the lack of data focusing on gender-based word of mouth.
This was a topic of discussion during a recent WOMMA advisory board meeting, too. The academics who sit on the WOMMA board recognize this and are hopeful research will be arriving (relatively) soon.
I enjoyed hearing Andrea a lot!
Thanks for a great podcast.
See, this is what's wrong with podcasts. It might be "gee-whiz-cool" but it's a poor medium for information sharing.
What are the "top 10 things we believe you need to know if you want to be a business book author?"
Who knows?
You mean I have to listen to a podcast (of indeterminate length) just to find out? And what if I disagree? I can't quote you (easily) and link to your arguments form my own blog.
Oh well...
Out4, thanks for the comments but I would say.... A similar argument could be made about text-based blogging: it's a poor mechanism for delivering tone, emotional context or the intended voice of the author.
Incorporating nuance, subtlety or passion into text is hard, but we do it every day speaking to friends, family or colleagues. To me, that's the key advantage to podcasting.
Podcasts aren't perfect as a referrable source but should you choose to listen to the 10-minute segment, it's rather easy to spread the word with a link and a brief summary.
I imagine that podcasters will one day soon have the ability to create hyperlinks to pre-defined cues directly in the audio file. Or automatic voice-to-text translation working in the background.
Isn't the blogosphere the best? Where else can you get this kind of insightful and really useful information, from folks in the know? Andrea Learned is one lady who can be trusted to represent the women's market in a variety of ways -- not only through her writing, but her speaking and now, podcasts!
The section on biz books is invaluable. All eyes should be on this blog...at least once a day. And, I disagree with Scoble...he can quote from a podcast, he can link to it, he can just say he heard it. It's not a whole lot different than quoting from a TV show, or a radio show...
Podcasting makes information gathering easier and more convenient. From a woman's viewpoint, that's a win-win -- we're all about convenience. From a business viewpoint, being able to download and listen to a business meeting or report or whatever while I'm waiting in traffic or stuck in the airport, is where it's at.
Keep the good stuff coming. From the number of comments here, you have an audience. So, what's not to like about that?
Thanks for the kind words, Yvonne : )
Ben and Jackie,
I'm a little late listening to this podcast, but isn't that the beauty of podcasting.
Outstanding podcast. As a person who works for a marketing company that advises clients that mostly market to women, Andrea's comments were great. And Jackie, I love your dating analogy...you tell it like it is, and that's refreshing.
I'm forwarding your podcast to our entire team.
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