Direct marketing to moms is a key if you want to be successful in just about any industry. Women make most of the purchasing decisions in the home. Many of these women are moms. Direct marketers and business owners who understand this demographic and appeal to them will usually be more successful and have a higher response rate. Knowing how to appeal to moms means understanding what she needs and wants. It means understanding her concerns, priorities and her mindset. This presentation will shed light on the dos and don'ts when crafting child-related direct marketing collateral that turns moms into customers.

2. If you market to moms, you already know she is a unique
consumer. Getting and holding her attention can be quite a
challenge.

3. The marketer's message must shout "Mom!" louder than
all other information vying for her attention.

4. Many of the one million things on her mind are already directly or
indirectly child-related. The bottom line, marketers:

5. Focus on the health, safety and emotional wellbeing of "her
baby," whether that baby is two years old or thirteen years
old.

6. Always Be Where She Is: Be on mom’s phone. Craft an electronic
version of your collateral, and make your content simple and mobile-friendly.

7. According to emarketer, "…in the past year alone, the
number of U.S. mothers using smart phones increased
nearly 34%. And 46% of these mothers admitted being
addicted to their smartphones. "
Although many of us find mobile ads to be annoying, moms
respond well to them.

8. From single to married, from wealthy to working class, all moms
love a good deal. Research shows that moms prefer ads with
special offers and discount.

9. However, according to BSM Media, mom doesn’t necessarily
crave the cheapest product. She wants a product with a
competitive price combined with good quality and customer
service.

10. And remember, she is among the savviest of customers and
can easily see when a retailer is blowing smoke. Do not try
to get one over on her. Do so at your own peril!

11. Company Name: If the name of your business is not
well-known, make your headline more prominent
than your company name.

12. Headline: Hook mom's attention with one of her top values:
▪ Health & Safety
▪ Saving Time
▪ Simplicity
▪ Value
▪ Child Enrichment.

13. Subheads: Drive home the essence of your product or service.
ABC Summer Camp is
more than just a camp . . .
→It's a home away from
home.”

14. Picture: People prefer to see pictures of other people. Mom
thinks with her heart and her mind. She wants an image of
a child and situation she can relate to.

15. Give mom visuals of children actively engaged with
your Product.

16. List the benefits of your product or service: Paragraphs are fine,
but bullets highlight well. Take note that your best writing is
used in the benefits section.
What’s the Advantage of Eating XYZ
Brand Healthy Snacks?
●Increase Nutrient Intake
XYZ Brand snacks provide ….
●Sustain Energy Levels
After you eat an XYZ Brand snack . . .
●Recovery from Exercise
XYZ Brand snacks includes . . .
●Avoid Eating Less Health Foods
XYZ Brand snacks can help you . . .

17. Features: If at all possible, bullet your features too. Bullets allow
you to tell moms the most in the least amount of time. Again, you
only have a few seconds, and bullets make sentences reader-friendly,
particularly for busy moms.

18. Dig Deeper: If you have held mom's attention this far, you don't
want to lose it here. Convince her of why she should choose
you and not your competition.
■Tell her the why’s.
■ Give her the stats.
■ Show her the proof.
■ Provide credible examples.
■ Show how your corporate story connects to the core of her
child’s issue.

19. Proofread: You should dot your i's and cross your t's on every
panel or page. Triple check your grammar, spelling and
punctuation, especially if you are providing a service or
offering an educational product. Get a good proofreader if
you need to.

20. Testimonials: An ideal testimonial endorses the key benefits of
your product.
Moms are skeptical about testimonials. If you
are an unknown, convincing testimonials are
critical. Use first and last names and home
towns when you can. Include the reviewer’s or
the reviewer’s family’s photo when possible.

21. Call to Action (I of II):
▪Now that you’ve identified a problem mom can relate to, position your
brand as the ideal solution to that problem.
▪Answer mom’s questions. She wants to know what happens once she
follows your call-to-action.
▪Use strong actionable verbs and phrases, e.g., “Call or email us today
for an in depth tour of our afterschool facility.”
▪Make the action as easy for her as possible.

22. Call to Action (II of II):
▪Create a sense of urgency. A time limitation strengthens your
calls-to-action, since it adds a sense of importance.
▪Make your call-to-action stand out from the rest of your
design. Try a contrasting font color.
▪Add a no-obligation statement, reducing or removing risk. It
gives mom confidence to buy.

23. Now It’s All About You . . . Well, Sort Of: Here is where
you include or expand on any required certifications,
licensing or registration your company or organization
has.

24. Wow Factor: You want the opportunity to WOW mom before she
gets bogged down with business details.

25. Miscellaneous: Criteria to be met by moms, hours of operation,
your contact information, and directions, all belong here.
Although this section is significant, it should always be towards
the end, so it won’t interfere with the flow of mom's initial
decision-making process.

26. Make Your Collateral Indispensable: Leverage the back panel of your
brochure, etc. Make it a keeper.
TRAVEL
New York City
7 Ways to Keep Your Child From Getting Lost
When Visiting New York City
▪
▪
▪
▪
▪
▪
▪
If you’re a family-friendly travel
agency, print a bulleted list,
e.g., "7 Ways To Keep Your
Child From Getting Lost When
Visiting New York City. "
Read more at travelplace.com/nyc

27. P.S. From your headline to your "call-to-action, "
EVERYTHING in your brochure must be first-rate
when you are marketing to moms.

28.  Does your business need marketing
copy that magnetizes mom
consumers?
Send me an email or call me and let’s talk
about how you can resolve this issue.
staceythewriter@gmail.com
info@staceythewriter.com
(800) 862-0361

29. Thank You
StaceyTheWriter.com
(800) 862-0361
info@staceythewriter.com