UnMarketing: Stop Marketing. Start Engaging

Chapter 41. Why Being a Work-at-Home Mom Is Bad for Business

BEING AUTHENTIC AND transparentwithyourbusinessisagreatidea. But what happens when we reveal too much about our business in our materials? Claiming to be a work-at-homebusiness owner or— even more popular—a work-at-home mom can actually hurt more than it helps your business.

I've had people argue the point. They say that "this is what I am" and they do not want to hide the fact that they are a parent or work from home and that is just fine. I don't have an issue with your being a work-at-home person at all. The issue that I have is that it does not really come down to "what you are"; it is about how your potential market will perceive you.

There is an exception. If your market is other work-at-home parents, then saying you are one as well can be a great thing and it can work in all of your marketing materials. But outside of that market, claiming that you work from home, especially if you have children, can give people the perception that they may not be your priority as clients.

I am a work-at-home dad myself, so don't get me wrong. The majority of my clients are virtual, so I do my consulting work over the phone, online, or by going to a location to meet in person. I really have no need for expensive office space, fancy leather chairs, or a nameplate.

But nowhere on my bio on my web site will you see that I work from home. I leave it out purposefully, because it would then be open for interpretation by potential clients, ...