November 21st, 2009

The Power of Dooce

Wednesday, after blowing out my tire on a curb and waiting for hours for help, all I had to look forward to was taking my dog, Pilot, to training school graduation. If you have seen the pictures of my dog, you might understand why dragging that small horse into a “sit-stay” is not my idea of fun.

As I was settling in, I heard my laptop dinging with email notifications every couple minutes. My first unread message said “I saw your baby sleepers on dooce.com and thought they were so cute…..” I scrolled down to find the subject line of one email after another reading ‘Notification of payment received’ Forty two in all. WHAT!!!! OMG!!!!

My marketing team introduced me to the blogging world. Dooce.com was the first blog I ever followed. Not being a blogger myself, nor ever reading one, I had very little understanding of the marketing impact of blogs. I was getting ready to launch my website, and was being advised that I should include my own blog on my site to help drive traffic. What started as a study exercise, became a need for a daily fix.

For those of you who don’t know, dooce.com is a blog written by Heather B. Armstrong. She is a brilliant writer. When you read her, you feel like you are sitting across the table having coffee with your best friend. Or at least somebody you wish was your best friend. She is blunt, open, humorous, entertaining, compassionate, and real.

When her second child Marlo was born, I sent the blogger extraordinaire my SmartZip™ Sleeper. I felt like I had gotten to know her so well. I mean she tells the world what some of us don’t even tell our friends. I needed to thank her for being a bright spot in my life every day and congratulate her on the new family member. I was so glad I had the perfect baby gift to send a working mom who was about to relive those fun diaper changing moments.

I immediately received a “Chuck” postcard thanking me for the baby sleeper. I was thrilled she got it, figuring thousands of people send her things every day, there was a good chance it might get lost in the shuffle.

A couple of months passed and business was growing slowly. Local boutiques were re-ordering. I got some local printed press in the Current in Carmel and even an interview with a local news station Fox 59, (which will air Nov. 23 at 4pm.) Online orders started trickling in. A couple a day. And I was happy with the progress.

When I saw forty two orders in my inbox on Wednesday….Let’s just say, I am glad I don’t have nanny cameras in my house and there is no possible way anyone could see my reaction. I now know what it feels like to hyperventilate. I was screaming, shaking with excitement. Lightheaded, I started sweating and holding on to the counter. I faintly remember my kids in the background worrying about my well being, and thanking GOD that my six year old can dial 911.

The SmartZip™ Sleeper was the FEATURE in the Daily Style at dooce.com.

It’s been two days and I have received so many orders, that I had to enlist my neighbor to help with the shipping. This was literally my first free moment to tell the world my amazing news….

Pilot successfully completed his training class, AND

Hello World™ Clothing Company is now on the map thanks to Heather B. Armstrong and the power of dooce.