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Tips For the Advertising Copywriter - When Black MomsAre Your Client's Target Market
There is no question the landscape for marketing has changed... drastically. Social media andthe advances in technology are largely responsible for the most recent surge. The mom marketing gurusare correct in saying things like social media marketing is key; the bottom line is: corporations nolonger are completely in charge; or to a rapidly increasing extent, the customer is in the driver's seat.It's true that corporations can no longer market to moms and that they now have to market with moms.However, as a copywriter for the mom market this fact rang true until I stepped back to write areport about social media marketing with African-American mom consumers. Suddenly, somethingseemed a little less accurate. After several starts, I realized why I couldn't move forward no matter howhard I tried. As an African-American mom consumer that premise felt imprecise. I was forced to put the project on hold. This article needed to be written before I could go forward with a report on socialmedia marketing and black moms.In talking with other African-American moms my gut was further affirmed. Finally, after attending a multicultural-focused social media marketing event (with speakers representing Latino,Asian, Indian, and African-American markets), the imprecision was confirmed - multicultural moms,including African-American moms, still don't mind being marketed to. Yes, social media is extremelyimportant in reaching all moms; however, traditional marketers need not completely forgo their traditional marketing efforts when attempting to reach black moms. There is a vast bevy of African-American folks (moms in particular) whose mindsets, if you approach them correctly, welcome andstill gravitate toward traditional media marketing.The operative phrase is "approach them correctly"HeadlinesImmediately paint a picture of the benefit of your product to the African-American mom.Copywriters are all taught this elementary tip. This is great, standard advice. However, bear in mindthat African-American moms often repeatedly envision the benefit they want. Many have reached the point where they are merely looking for the solution to bring about the benefit in the forefront of their
minds.If your product or service addresses a problem she has, mentioning the features up front will notalways be a disadvantage to you. For example, The Behr company has a traditional televisioncommercial that promotes its paint with primer product. They are apparently targeting people who needa paint job and/or are in the market for painting products. These prospects, undoubtedly, have someknowledge of what such a project entails. When you mention the primer/paint feature, the African-American mom shopper sees the benefits; she's just been waiting for the product to be invented. You'vesuccessfully removed a necessary expense from her budget. That primer guy she considered hiring isno longer needed. For the self-painter, her primer knowledge no longer needs upgrading or a refresher course. For both types of mothers, the primer shopping is no longer necessary. You've improved her busy schedule, taken something off of her plate and reduced her stress level... immensely!For black moms, showing her the benefit may just be as simple as reminding her of the benefit.Don't be afraid to occasionally let the visual sell the benefit (the freshly painted, stunning apartment)and hit her up front with the most important feature.Black Mom Consumers Aren't Dark-skinned White Mom ConsumersDon't simply put a commercial or ad together, insert images of African-American folks andthink that it's going to appeal to the African-American mom consumer. As marketers and copywritersdo with mainstream marketing, it is important that you understand the thinking of the African-American mom market. African-American moms are incredulous about advertising in that they knowthe bottom line of the marketing effort is the company's bottom line. They may not use terms like brandawareness, marketing strategies or lead generation strategy but black moms (as do all moms) know thatthe ploys, even subtle ones, are ultimately about getting mom to remember the brand when she opensher purse.She is amenable to exchanging her money for your product or service, but you must: (a) knowand appreciate the current values of the African-American mom segment you are marketing to (b)clearly understand your brand purpose so that it carries through your entire marketing message,genuinely; and (c) align these two factors, so that your marketing copy's messages mirrors thisharmony and is authentic and therefore speaks to her value-driven emotions.Keep Your Copy Relevant.Don't rely on old research data, because what follows are stale, outdated approaches that missthe mark. Contrary to popular belief, black moms evolve. Additionally, it's important to understandhow black people view themselves. Stay in-the-know by reading professional, marketing research data- Target Market News (the Black Consumer Market Authority) Warc.com, BSM Media. Don't just stopthere, however. Examine, firsthand, unfiltered and raw views, opinions, fears and desires of African-American moms by visiting blogs, forums and groups like Mochamoms.org, BlackMomsClub,Mommy Too Magazine, etc.You can't put a commercial or ad together (make it stereotypically black) and expect to appealto the African-American mom consumer. We don't see ourselves as all the same, and your marketingcopy and images shouldn't either. However, as with other cultural groups, there are certain nuances and"no-no's" inherent in the African-American moms' ethos that a significant percentage of us relate to.Some include:
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The Single Mom's Guide to Dating
In today's recession situation, families with stay-at-home mom who take care their children
while the husband is the sole income earner will have a great pressure to ensure their family income not
being affected by the bad economy.
while the husband is the sole income earner will have a great pressure to ensure their family income not
being affected by the bad economy.
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