Show You Care
Remember the big scandal when Rock 'n Plays were recalled for safety reasons? If you dig into that case a little deeper, you'll note that the infant deaths related to rock 'n play use were caused by parents who were not following the product's safety protocols, and the AAP did not make that a mandatory recall. So why did Fisher-Price choose to recall one of their best-selling products and give partial refunds to all the parents who chose to send those products back? They understood something that any business trying to sell thoughts or products to parents needs to understand: If parents think you don't care about their kids, they will not buy from you. Recalling the Rock 'n Plays undoubtedly cost Fisher-Price some money--but not as much money as they would have spent in a lawsuit, and certainly not as much money as they would have lost if parents had decided they weren't trustworthy. When it comes to products or services in the parenting sphere, you need to prove yourself to one of the most difficult clientele on the planet: Parents. Here's how:
Product Descriptions |
Website Copy |
Your product descriptions should offer proof to parents that they're getting their money's worth. Emphasize how your product makes their life easier and adds value to their child's life. Is your product safe? Does it make life more convenient? Does it educate their child? Will their child actually use it without throwing a fit? Your product description needs to succinctly prove that what you're selling is worth the investment.
$200/Description Email CommunicationsHere's a secret: I'm a parent myself. Every week, I get 3-4 emails delivered in my inbox talking about what stage of development my child should be at or what games I should be playing with them. And guess what? After I click through those emails to read full blog posts, I'm likely to browse and see what those companies have on sale that week. Because I trust those companies and because they're already adding value to my life, I feel good about spending money on the products they have to offer. I'm not alone. Email communications are one of the top ways to increase your revenue. The trick is that your emails can't be salesy all the time: They need to focus on providing value to your subscribers, and only afterwards reel them in to buy something.
$200/Email |
What is your mission as a company? Hint: If it's just to make money, parents aren't going to buy from you. When they go to your website, they should know at a glance that you're there to do something that will help them: educate their child, improve home safety standards, provide information... Whatever it is that you do, it needs to be in service of parents and children, and you need to communicate it well.
$0.15/Word Blog PostsDo you actually know anything about kids? Do you do your research on current parenting trends? Do you know what the AAP recommends for feeding, sleeping, and car seat safety? Do you know what the hot-button topics in the parenting industry are? Blog posts are your way to tell parents that you get where they're at and what they care about. When written well, they're one of the best ways to generate organic traffic and prove that you know what you're talking about and had their lifestyle in mind when you created your products. If you don't have a well-written blog with top-notch research included, you're missing out on traffic streams that you could be enjoying.
$0.12/Word |