Want to Build a Connection With Parents? Remember – Safety First!
Making a true, deep connection with parents is the most important part of marketing your baby or child's product. But how do you build a trusting relationship with your parenting audience?
Product descriptions tell parents exactly what they need and want to know about your products. Build an authentic relationship with parents through compelling product descriptions that feature exactly what parents want to hear.
What’s the most important product feature parents want to read about?
Safety.
Safety always has been and always will be a parent’s first concern.
Product safety and quality is the be-all, end-all when it comes to connecting with parents.
Why is Product Safety Important?
As humans, we’re wired to protect our own.
We’ve all heard of the “Mama bear instinct”. The term gets thrown around when a woman does whatever’s necessary to protect her babies.
But, did you know the Mama bear instinct is actually based on neurological studies? [1] As a parent, when you sense your child is in danger, chemicals within your brain immediately send you into protective mode.
Forget fight, flight, or freeze.
Your parenting brain skips over self-preservation and pushes you to take care of your own.
Safety is natural. It’s scientifically proven. It’s on parents’ minds.
Of course, you want to connect with parents on topics that are important to them.
Your product descriptions must include product safety and quality.
Ignoring product safety is like ignoring the foundation of a house. If a contractor designed a gorgeous two-story home with a chef’s kitchen and walk-in closets… it will still come crumbling down without a strong, sturdy foundation.
Even if your product is the most stylish, functional baby product on the market – you WON’T connect with parents if you forget to add product safety.
What is Product Safety?
First, take a look at your product and decide – is this a product meant to keep kids safe?
If the answer is yes, product safety and quality should be easy to write about.
Take a common product designed to keep kids safe: car seats. Car seats scream product safety. You don’t have to convince parents that this product is made to keep kids safe – it’s already understood.
But, you can’t leave parents guessing at your safety features. Even though parents know that car seats are designed to keep kids safe, it’s your job to explicitly tell them HOW your product keeps their baby safe.
More than that, why is your product the safest product out there?
Lay it all out. The more safety details, the better.
>>What about products that aren’t designed for safety purposes?
If it’s not a product meant to keep kids safe, now the work begins on helping parents understand why your product is safe for their babies.
Dishes
Sleepers
Stacking blocks
Rattle socks
None of these products are made to keep children safe. But, millions and millions of these products and more are sold every day.
Parental protective instincts are always there. Even though they aren’t searching for these products as a way to keep their baby safe… it’s always in the back of their mind.
The protective instinct is there and now it’s your job to bring it out.
Highlight your product’s safety and quality information everywhere you talk about it.
Product description
Landing page
Email sequence
Social media post
If you’re talking about it, talk about safety — And I don't mean slapped on at the end.
Safety appeals to a deep, emotional connection. You want your safety information laid out in the front-row seat. Your product safety information is a VIP if you want to connect with parents.
Product Safety Examples
Now you know what product safety and quality is and why it’s so important when trying to connect with parents.
But how do you highlight your product’s safety features? Here are a few examples.
AxKid ONE [2]
The AxKid ONE car seat has an entire page devoted to nothing but safety features.
It was tested with larger, heavier dummies.
It passed all the safety tests with flying colors.
The car seat has extra side-impact support on either side.
More sizes, heights, and weights of dummies were used to test this car seat than most other seats on the market.
The AxKid ONE won an award for being the safest model of car seat.
If those descriptors don’t scream safety to parents, I don’t know what will.
California Baby Sunscreen [3]
California Baby Sunscreens have a landing page where the safety features are listed first.
Benzene free.
No harsh chemicals.
Mineral-based.
Non-nano titanium dioxide.
Allergy-tested.
All of this product safety information before you even click on the product.
Abby and Finn Diapers [4]
Easy to read landing page with safety information in the very first product description sentence.
Chlorine free.
Fragrance free.
Lotion free.
Dye free.
Latex free.
Before you see sizes, prints, comfort, blah, blah, blah… What’s got the front seat? Product safety.
Safety isn’t a parent’s first thought when buying diapers. We want whatever’s going to stop the leaks, right?
Abby and Finn puts safety information right at the forefront of the product description. This activates the Mama bear instinct within us all.
They don’t need to sell their diapers. The diapers’ safety information sells itself.
Now, think about your products. How can you highlight the safety features?
Kid-tested, kid-approved. BPA-free. Organically-made. Non-toxic. Chemical-free. Passed safety tests.
The more information you give about product safety and quality, the more you activate and ease parents' protective programming. You want to bring out the Mama bear instinct – once it’s there, you want to give it peace with your attention to safety.
No matter what you're promoting, if a kid uses it, product safety must be a priority in your marketing.
Parents will thank you and you'll see a deeper connection with your audience because of it.
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[2]https://axkid.com/safety/axkid-one-test-winner-best-in-class-0-7-years/
