Babies and Business Books

If you don’t know who Scott Stratten is, he’s like the Justin Bieber of social media. Except he’s an adult and his haircut doesn’t make me want to punch someone.

He’s what business-types call an “influencer,” which means he has a lot of followers on Twitter (@unmarketing). And you know how I love my Twitter. I forget how he got on my radar but I really started paying attention when he launched this video for one of his clients: www.ReflectionsofMotherhood.com

Stratten has a new book out called “UnMarketing.” I bought it for myself and my husband because we often sit up late at night discussing the Internet and how to be successful while remaining authentic to our true selves. And also, whose turn it is to empty the diaper pail.

You may be surprised that I read business books. After all, I spend much of my time chronicling my baby’s (ill-timed) bowel movements and making dance videos of my preschooler. What can I say? I’m a multifaceted person.

In addition to being a mom, I am self-employed as a freelance writer, editor, and writing instructor. My first boss -- who, incidentally, was also named Scott -- always told me I was destined to be an entrepreneur. Maybe it was because of my inappropriate office-wear (Doc Martens and mini kilts) rather than my passion and business savvy, but whatever.

In a way, he was right. Sure, he may have imagined me running a publishing empire like him rather than writing about baby poo in my pajamas. But to each her own, right?

Anyway, in between diapers, I read up on engaging with the marketplace and building my platform. I know how to throw around terms like “out of pocket” and “paradigm shift.” (Even though I really hate people who do.)

And part of what I like about Stratten’s book is that he DOESN’T bombard you with business jargon. (Except for the “pull and stay,” which sounds like a dog-training technique if you ask me.) He writes like (I imagine) he speaks, and it’s easy for regular people like me to understand. Also, he’s funny. Even his FOOTNOTES are funny. And I can tell you from years of copyediting, that’s a feat.

The book spends a lot of time discussing social media and why you should care about it. It also includes many eye-opening examples of what businesses like Walmart and Zappos.com are doing right… and wrong.

My one criticism is that it’s not clear exactly who the book’s intended audience is. As someone who considers herself more a creative type than a business person, I could’ve skipped the chapters on trade shows and teleseminars. But let’s face it: I’m as much a capitalist as the next gal. Baby needs a new pair of Crocs, people! And titanium strollers don’t grow on trees.

Stratten does use some examples that ARE relevant to me, like the Motrin mom ad campaign debacle, and how and why viral videos work. (Because I genuinely did wonder how a video could sell nursing bras.)

But my biggest take-away was from his chapter on experts. “When you position yourself as an expert with useful information for people,” writes Stratten, “your marketplace will always have a need for that information.” Notice he says AN expert, not THE expert.

I can get behind that. After all, I am something of an expert on this mom stuff. For instance:

• I know that orange juice needs to be served in a straw-top cup, not a sippy cup, because the pulp will block the holes.
  


• I know that there’s a big difference between creamy Desitin and original Desitin. (You want original, which is the thick, white paste.)
  


• I know that skipping a kid’s nap is ALWAYS a bad idea.
  

And after 14+ years as a freelance writer, yeah, I’d say I’m an expert on that, too. I know that I am a skilled wordsmith with something valuable to offer clients, even if I make PB&J’s between business calls.

So thanks, Scott(s), for the encouragement and insights. For a couple of business-types, you’re all right.

FIGHTIN’ WORDS O’ THE WEEK: Oh, we WILL talk about Stratten’s chapter, “Why Being a Work-at-Home-Mom Is Bad for Business,” mark my words. That’s a whole separate post...