 | AdAge talks Mom Blogs |
In the current online issue of Advertising Age, “Inside the Mommy Blogger Business” takes a video look at the new reality power of mom testimonials and how retailers, publishers and agencies are adjusting to the new phenomenon. I’m a Mom, I have a Mom site and I’ve been an ad writer for about 15 years, so I find it interesting as the worlds collide.
I agree that the traditional media should adjust to the trend. Moms opinions are valid, they’re real and they’re the message without the starburst and extra big logo.
Moms trust moms. Moms talk to other Moms. Moms want to share information that makes Moms lives easier. Moms are a massive community and now tech-empowered with laptops, CMS, Flip videos, tweets, FB pages and iPhones to spread the word that rivals top advertising dollars.
Companies can scale back with production companies, the irrelevant shoots with wet pavement and glossed food products, the forced messages and the bad casting by out-of-touch 20-somethings.
Maybe just telling it like it is, is concept enough if the item or service is quality and genuine. (And when it’s told, in a well written form with a fun, fresh turn of phrase, all the better.)
Will some “Mommy Bloggers” write out of the goodness of their new, shiny free pocketbook and spin for free detergent? Sure, some will. To each her own. Mom readers have gut instincts and intuition, and that too shall pass and cleanse itself I think.
As far as me? Will I sellout for Tide, a green machine, free event tickets? My husband does the laundry so, “I doubt it.” The car? Hmm, I do love those green SUVs. The tickets? Admit one to four of my family members if it enhances our lives, will enhance the lives of others and I can be a voice to that message.
The deal is I’ve been paid as a copywriter to write about Land Rover, Mazda, American Red Cross, Mattel and many more top brands at top SoCal shops. And I’ve also bought two Land Rovers, two Miatas, given blood and played Flippin’ Frogs because, yes, I was supporting the cause, but only because I liked the cause.
This mom stuff is real. And this Mom is only writing about things she stands behind. I don’t have a boss and my paycheck doesn’t depend upon it. I’m very select as to what I put on my site. I get contacted daily to write about people’s products and events and to sponsor all sorts of outings and causes under the sun. My deciding factor is always: do I genuinely like it? Is it going to enhance my life/others’ lives? Is it relevant? Is it fresh? Is it worthy?
Yes, I’m out to help make moms lives easier. Yes I have a passion for writing. But no, I’m no Mother Theresa. I’m not selflessly doing for others. Whatever I’m writing about has to pass my test first. It has to bring me more peace of mind, more wellness and balance, more style, culture and creativity before I’m about to share it with anyone. If it passes, I’ll tell the world, because others should know. Just as I would tell my neighbor or girlfriend.
Peace out (and don’t cue the magic wand SFX).
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