Our interview series continues this week with Yvonne DiVita of Lip-Sticking, a popular blog that focuses on marketing to women online. Yvonne also owns a publishing company, Windsor Media Enterprises, and is the author of Dickless Marketing: Smart Marketing to Women Online.
What’s the story behind the Lip-sticking blog? When did it get started?
Yvonne DiVita: Kevin, I started the blog instead of a newsletter, almost four years ago. To be honest, I did not want to start a blog. I didn’t know what a blog was…and the information I had on blogs made a blog seem like a BIG project. I was just beginning a new business and did not want to be stuck without something that would be hard to keep up. Luckily, my fiance, Tom, convinced to to "give it a try" and he created the design, then showed me how to use Typepad…and the rest is history. I LOVED it! It’s been very, very good to me…connecting me to hundreds of people all over the world, and helping me grow my business.
You are the author of Dickless Marketing: Smart Marketing to Women Online. Is there a new edition in the works?
Yvonne: Yes, there is a new book in the works. It won’t be "Dickless Marketing Two" but more of a Women and Web 2.0 – who are they, what are they doing online, and why should anyone care kind of book. Look for it in late 2008 – if the force continues to be with me.
Let’s talk about blogs… What’s your definition of a good blog?
Yvonne: To me a good blog is one that is updated at least three times a week (on average – we all have those weeks where we can’t get to our blogs) and that offers fresh insight into a specific topic or niche. A good blog encourages comments and doesn’t get mad when people disagree with something written in it. A good blog connects with other bloggers, to build conversation and keep an open approach. A good blog is true to its purpose – and worth returning to again, and again.
What’s the biggest mistake someone makes when they start a blog?
Yvonne: The biggest mistake… hmmm… I believe that business blogs should be business-focused, which means NOT talking overmuch about family and personal things. Yes, stories are great, but don’t share anything you wouldn’t want your Mother to read, or that you wouldn’t want someone you’re talking about to read. Even on personal blogs, you should be very, very careful what you write. Too many people forget that the Internet is not only global, it’s forever. Be friendly, but save the deep, dark details for someplace else.
You obviously spend a lot of time on blogs… which are your favorites?
Yvonne: Ah, my favorites. Well, I like too many blogs to pick favorites. Naturally, I read Michele Miller and Holly Buchanan, and I follow Toby Bloomberg, and a number of others in marketing. One blog that I recommend, and this is a client blog but it’s really good… is written by a thought-leader in communication. His name is Lee Thayer and he does a good job of pulling people’s chains. His focus is leadership and how to be a high performance company. Well worth a read at least once a week. He gets me thinking hard about things I never used to think about – like how to be better at what I do, and how to turn my company into a high performance company.
What’s your favorite social networking application?
Yvonne: Right now I’m leaning toward Facebook. I just started Twittering and still don’t get it… I’ve never been much of a chatterer… so, Facebook keeps me connected on a more personal level, and let’s me know who’s doing what at any given time. I use LinkedIn occasionally, and Plaxo…but, those are just databases to me. Facebook seems like a warm, happy, friendly platform to communicate with friends and family.
Finally, any new insight about marketing to women that you would want to pass along?
Yvonne: To share new insight about marketing to women online I’d say that the very, very best thing you can do to reach women online (and this works offline, too) is to hang out where the girls hang out. Literally. Read women’s blogs. Visit the fashion, entertainment blogs. Discover the many likes and dislikes of the women who buy your products and services, and find out where they congregate. It’s easier and more fulfilling than ever before for women to commune and talk about things, maybe about you. After you’ve discovered where we hang out to laugh and talk and share our stories, step back and diversify. Go to places you don’t think we’ll be – look at women’s groups and blogs that aren’t in your core group of interest. You’ll be pleasantly surprised at what you’ll find.
Tags: Blogger Relations, Dickless Marketing, IDI, Issue Dynamics, Lip-Sticking, Windsor Media Enterprises, Women, Yvonne Divita
