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Sales & Marketing Lessons I Learned From Being A Mom

Parenting has a lot of transferable marketing skills. Raising kids is actually an amazing opportunity to become an expert marketer. You just have to look at it the right way. These are all the areas you get to explore and develop new skills as a marketer:

Influencer Marketing

Your kid is melting down in the grocery store and you can feel the heat rising in your face. You’re mortified. You want him to listen or at least stop screaming. But how?

Encouraging the consumer behaviour you want is easier when you use influencer marketing. You can point to an example of what you would like your customer to do and point it out. “Look at that kid with his good listening ears. That kid is listening to his mom.” You can witness the conversion in progress when he starts listening too.

Product Descriptions

You can sell anything with the right product description. You need to describe things in ways your potential customer will understand and that will win over the most discerning skeptic. My son didn’t like “sauce” or “curry” but it turns out he does like “gravy for your rice.”

Likewise, after meeting a turkey at the pumpkin patch he was TERRIFIED. He had nightmares about turkeys under his bed. He wouldn’t even eat it at Christmas. But he would eat “Giant Chicken”, which bore a striking resemblance to the turkey he declined.

We also once convinced him the hotel hideabed was a “transformer bed” so he wouldn’t ask to stay in the master bedroom. He was a big fan of Transformers so this was an easy way to seal the deal and get an uninterrupted night of sleep.

Audience Targeting

You really do have to consider your audience and meet them where they are. When my son was little, he couldn’t spell so we would spell things out we didn’t want to say in front of him. “Is it B-E-D time yet?”

Later, when he could spell, he tried to do the same so I wouldn’t know what he was talking about. “Apparently M-O-M doesn’t even know how to play video games.” 🤣

He did not achieve his desired result (secretly whining about his mom) because he didn’t consider his audience (his mom, in earshot, who can actually spell.)

Personalizing the offer

There’s a reason why email marketers and moms use personalization to make a sale. “It’s time to clean your room” is a lot less convincing than “Alison Nicole Tedford, it’s time to clean your room!” Personalizing the offer inspires action and buy-in.

Closing the Deal

You get to experiment with all sorts of closes when you’re making the “sale” as a a parent:

The assumptive close:
“When you’re done cleaning your room, we’ll have ice cream.”

Using urgency:
“If you don’t get your shoes on quickly, we won’t be able to go to the park.”

The option close:
“Would you like to drink your milk in a red cup or a blue cup?”

Appeal to authority:
“Because I’m your mom and I said so.”

Appeal to unity:
“After your bath, we are all going to bed.”

Social proof:
“My mom made this meal for me when I was a kid and my sisters and I loved it. You should at least try it.”

Puppy dog close:
“I’m going to let you try this new blanket while I wash the old one. See how soft it is. You give it a go while I sneak “lovey” into the washing machine and see which you like better.”

Repetition:
Present the offer over and over until they give in. “Time for bed! It’s bed time! It’s time to go to sleep!”

Ultimatum close:
“If you keep making that face, it will get stuck like that forever.”

Raising children can teach you the finer points of negotiation, promotion and advanced marketing strategies. Feel Better Marketing is headed up by a marketer mom who has room on her client roster for your business. Reach out to schedule your consultation today!

Create Buzz – Make Content Like A Bee

Are you looking to create buzz with your content? Most recently we looked to the animal kingdom for examples in content marketing. Today, we look to the insects – bees to be precise. Ontario Honey had a super cool article full of fun facts with bees that I was inspired by. Bee behaviour (try saying that ten times fast!) can teach us a lot about content marketing.

How to create content that’s the bee’s knees:

  1. Your labour should be able to be repurposed into multiple formats. Bees work really hard and that turns into honey, beeswax, pollen, propolis and royal jelly. That’s a lot of different things coming from one activity. Likewise, your Facebook live or podcast episode could become a blog post, social media graphics, an ebook, any number of things. Repurposing is a smart way to work once and create a lot of content – you just have to be strategic.
  2. You should have evergreen content available. Bees rock at this because honey doesn’t rot. Bacteria can’t grow in it. It lasts and lasts and lasts. You should have some content that can stand the test of time – sweet like honey and it doesn’t age.
  3. You should have content that’s agile. A honeybee flies 24 km/hour and its wings beat 12,000 times a minute. That’s fast! Your content strategy should also be responsive so you can chime in on emerging conversations that are relevant to your brand.
  4. You need to be original. A Queen Bee communicates with her hive using pheromone – her own special blend. Her people (or bees, in this case) know when she is speaking because the communications is completely her. Be on brand and unique so your people know when you are talking to them.

You want people to buzz about your brand and a thriving hive of activity in your business. Your content can help get you there, you just have to make a bee-line towards the words that work.

If you need help creating buzz in your business – we should connect. Check out the services Feel Better Marketing has to offer and let’s get buzzing!

Even Cows Have Best Friends: Content Marketing & The Animal Kingdom

What do cows have to do with content marketing? Let me explain. I shared a meme on my Facebook page that I thought people would relate to:

It turns out I’m connected to a farmer who informed me that in fact, cows DO have best friends. I had no idea.

The Power of Consistency

A cow’s relationships with other cows make them calmer and smarter. Northampton University and the University of British Columbia did studies about it. Their studies showed the benefits of long term social connection between cows, how relationships help cows adapt to a changing world, and how they experience less stress. Those connections are nurtured from being housed together and time spent interacting.

Proximity and consistency make a difference. Even animals’ lives benefit from connection to others. So the question is, how do we build those relationships? Through consistency and proximity in our marketing efforts.

My belief is that like cows and their buddy system, the relationships we build with customers should improve their lives based on our presence. To be present, we need to consistently show up in our communication, in our offering of support, in the way we are steadfast, like a cow’s best friend. From a content marketing perspective that means consistently posting on social media, sharing blog posts, responding to inquiries and feedback.

Making a Splash with Content

The next member of the animal kingdom I look to as an example are whales. They use echolocation – meaning they emit sound into their environment to gain information about it based on what bounces back. These sounds can also be used to communicate. They use them to find food to nourish themselves. How the objects respond to their sounds gives them valuable information about their consistency, location and speed. Content marketing works in the same way.

The sounds that you make in your content through your corporate blog and social media work like echolocation and whale sounds because they can help you find food (leads), they help you communicate with others in your space (relationship building with customers) and they provide information about the space it’s being received by (social listening post-publication.)

Other than specifically echolocation, when it comes to sound, whales also sing. They assemble a collection of sounds that can last more than ten minutes and they use those sounds to identify and connect with other whales who are far away, and also to share information.

Whale songs, like blog posts or tweets or Facebook posts, are content. They are content that whales distribute underwater to sustain themselves and assemble their “squad” (or pod, technically.) Whales find their community by what they put out into the water.

I also believe that like whales, we need to sing. We need to let our audiences know who we are based on the sounds we put out into the world, so they can find us. We need to share information, connect with people who are far away and find community.

I wouldn’t necessarily let a whale or a cow handle my content marketing or my customer experience, but we can certainly from their examples. If cows have best friends and whales sing, how is your brand showing up and making noise consistently, intentionally and productively?

If you need help showing up and being consistent with your audience through quality content, inquire about current client roster openings today.