Is Focusing on Mompreneurs and WAHMs Cutting My Audience In Half?

Is Focusing on Mompreneurs and WAHMs cutting my market in half?Attention men, does my blog offend you because it’s branded to help mompreneurs and WAHMs? Since I’ve been talking a lot about personal branding, I thought it was a perfect time to ask you all what you think! (I’ll still be talking about monetizing your marketing in regards to personal branding for network marketers in my next post.)

I know a lot of men are reading my blog and I just read a post by my friend Steve Nicholas who talks about how I may be cutting my audience in half by branding my blog around mompreneurs and WAHMs.

Is focusing on mompreneurs and WAHMs cutting my audience in half?

The quick history “her-story” behind me, and clever marketer is that I am a mompreneur and work at home mom exploring other ways I can market my network marketing business from home using social media and clever marketing strategies.   I’ve entered the internet marketing arena and found it to be a very effective way for me to reach other people for whom my business is a fit.   The majority of my target audience in the beginning where mompreneurs and WAHMs, because those were the social circles I was apart of at that time.

Focusing on mompreneurs and WAHM’s made sense to me mostly because a network marketing business offers women a flexible schedule to earn a full time income working around their families schedule, and it gave them unlimited income potential while working from home. I also chose to focus my blog on serving mompreneurs and WAHMs because they are part of a growing market that is interested in network marketing and building online businesses.

The growing marketing trends of mompreneurs and WAHMs:

I see statistics everywhere, but just this weekend in my local paper there was an article sharing that women are getting into business at twice the rate of men, and 61% of women use the internet vs. 55 % of men.   The Huffington Post that said that there are more women on twitter and women tweet more than men. There was a recent white paper called women on the web reports that women spend 30% more time participating in social media than men do.   And the Direct Selling Association says that 82.4% of direct sales businesses are owned by women.

I was mentored by two very successful marketers when I was starting to get online were both mompreneurs and WAHMs and who continue to weave their families into their blog posts and business lessons.  One of them has continued to brand herself as the “mompreneur” and the other one has shifted more toward “entrepreneur,” although it’s evident in her marketing that her family is her #1 why.

The Niche Debate: Comparing marketing to mompreneurs and WAHMs to marketing to baby boomers.  There is a lot of buzz around marketing to specific demographics like baby boomers for instance.  Other marketers decide to focus on generation X, Y or even college students because they are part of that demographic themselves.  Does marketing to baby boomers cut out half of their audience?  Maybe, but if that’s their niche, is it just a clever marketing strategy?

I just sponsored a new business builder today through my internet marketing efforts.  Ironically, or maybe not so ironically, she’s a woman.  I have yet to reach her by phone to find out if she’s a mom and what about my marketing appealed to her.

As is my goal, my blog and my internet business has grown and the exciting “accidental” result of that is that I’m finding now that a lot of my readers are men!

I asked Steve in the comments on his blog, “I wonder if my blog were strictly clever marketing tips, would seem out of place talking about balancing an internet marketing business with a family? It’s not the most frequent thing I write about, but it is something I write about on occasion as lessons in my family relate to something in my business.”

Would occasional posts for mompreneurs and WAHMs seem weird on a non “mom” branded blog?

In the last month or so, my blog posts have shifted more toward the marketing side of things, but being a work at home mom, and empowering other mompreneurs and WAHMs to do the same thing is something I’m very passionate about.  I find that balancing my business and my family has kind of an ebb and flow.  From time to time my family demands are higher and other times my business demands are higher.   I’m sure my writing follows that cycle.

I love that I can relate to the issues that other moms building a business face. We have similar challenges balancing our families, homes, and businesses and there are times I write specifically to the mompreneurs and WAHMs out there. We know and understand what each other is going through and we “get each other” when those conflicts come up between family and business. I’ve spent over 12 years building businesses from home and the past 5 years within the network marketing industry and I’ve learned a lot about balancing my work with my family. I feel that what I have achieved in working from home is the fulfillment of a dream of mine and one I share with a lot of other women and there is an underlying current that connects us as moms.

But that being said, it doesn’t mean I want to avoid helping men and dads achieve the same dreams, and I certainly don’t want to lose half of my audience if the message I’m sharing adds value to them too.  I love you guys and I have gained so much value from you with all the great ideas and content you share in my comments!

As I was thinking about this, I realized that although it’s important to stay true to who I am as part of my personal branding strategy, being a mom is only one part of me.  It’s an important part and something that defines me in my role in my family, but so does the role of being a wife, daughter and a sister, and I don’t brand my blog around those roles.

So I ask all you mompreneurs and WAHMs, WAHMen (work at home men) and Dads, and all of my readers without kids, what do you think?

Please help me out by sharing your thoughts in the comments below and get your friends involved in the discussion through twitter and facebook.

Do you think my business would benefit if I tweaked my brand to sharing social media and fun, clever marketing strategies for everyone or should I continue to focus on mompreneurs and WAHMs?

Heather C Stephens Clever Internet Network Marketing Tips

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  1. I am honored that my blog has inspired you as you write on your blog to share with your audience. I have wondered many times about the question of niche. In my blog, and in my personal life, my faith is something of importance. However, I personally try to avoid marketing exclusively to people based on appeals to faith. I think that there is definitely a balance, but I don’t think that there is anything wrong with appealing to a more general audience and having subcategories that appeal to a particular group, or having a blog that appeals to one group and has significant crossover, as yours does.

    One of the things that seemed so baffling to me, though, are things where the blog talks about things that have a potential to cross-over, but the call to action is specific to a particular group. One particular example of this was a discussion on body acceptance. It seems like this is something that is seen as a “women’s issue,” but I can assure you that men sometimes battle this as well, so I was a little baffled when I saw something that basically blew the chance to get a crossover connection at the very end.

    Whether you decide to market more generally or continue to market more significantly with crossover, I know that I will continue to look forward to reading your blog, and I know that I will probably continue to enjoy what I read.

    • Heather C Stephens says:

      Thank you Steve!

      I’m glad you shared your thoughts in your blog. I think it’s important to pick a narrow enough niche that your readers can find you, can relate to you, and feel a connection to you. I know that by being too generic I won’t appeal to people, so it’s a balancing act.

      I’m thankful to have a growing audience of repeat readers and I don’t want anyone, men or women, to feel like they are not welcome.

      So far it feels like what I’m doing is working, my list is growing, I’m sponsoring business builders, and my readers are interacting on my blog, so I think I won’t fix what isn’t broken. 🙂

      I appreciate you and your interesting post! It’ll hopefully be a catalyst for a great discussion!


  2. *In my previous blog post, I realized that my wording may not have been clear about the post that shot any chance of crossover. I want to make it clear that there was a different blog that I was referring to. I apologize for any misunderstanding.

    • Heather C Stephens says:

      Don’t worry, Steve.

      I was clear with what you were saying. 🙂 No misunderstandings to worry about!


  3. Hey Heather

    Every time you narrow your niche you are leaving someone out. But that is the whole idea.

    Who better to speak to Mompreneurs and WAHMs than you.

    They have special needs and problems you can solve that I cannot.

    Not only speak to your niche but be a leader to your niche.

    Guys like me will just hang around hoping to meet some single WAHMs 🙂

    • Heather C Stephens says:

      Thanks for your input Peter!

      You confirm what my instincts were telling me!

      I’m glad you’re hanging around and hope that some awesome single WAHMs see your comments, your friendly smile, and interesting posts, and that they decide to go check you out on your blog! 🙂

      Here’s to having fun marketing in our own authentic niches, and here’s to you connecting with a smoking hot blogging babe!


  4. I’m a ‘mompreneur’ and a WAHM (I have a home business that I own and I’m also am involved in MLM which I want to grow in order to eventually replace my home business) so I think it’s great that you have that as your niche.

    It was something that I had considered when I was deciding on the niche of my blog. I ended up going with the niche of personal development because I thought that might be more of a general way to bring in different types of people – and also because I have a passion for personal development!

    I also feel like I have so much to learn in the realm of marketing and not too much to offer yet so that is another reason that I didn’t go with a WAHM niche. But that is one reason that I was excited to find your blog. I’ve learned a lot from your blog and always look forward to your new posts!

    • Heather C Stephens says:

      Hi Stacy!

      Can I go into “Coach” mode on you? Please don’t feel like you don’t have much to offer yet in the realm of marketing! You have a beautiful blog with great content, you’re attracting commentators, you’re blogging regularly, you’re building a list, you have a home business, you are in social media, you’ve written an ebook, and you are a mom! Stacy, YOU are farther than 90% or more of network marketers out there, and you could pick any one of those things I listed and have lots of value to offer to others. Combine them all and you’ve got an abundance of valuable knowledge to share!

      I just read your post and loved it. You said it so beautifully yourself, “The thoughts that we allow ourselves to think and focus on become our entire belief system and also our reality.” Put a smile on your face and look yourself in the mirror and tell your self how much you have to offer! Do it every time you go into the bathroom or walk by a mirror! Girl…you’ve got so much to give and you’ve got to get the confidence to erase those feelings of not having much to offer! Make bold and confident your new reality!

      I hope it was okay that I shared my feelings with you. I just feel so passionately that we as moms and women frequently underestimate who we are and what we have to offer!

      I’m thankful for you and your comment! It was a nice fan on the flame of passion I feel for mompreneurs and WAHMs!


      • Heather,

        Thank you for the encouraging words, and the coaching! Perhaps I do have more to offer in the realm of marketing than I think I do. I do know that I am learning so much from many great bloggers such as yourself! As I continue to learn I will have more to offer and grow in my confidence in that area as well.

        When I was referring to marketing I was primarily thinking of the MLMs that my husband and I joined last year and this year. We haven’t done much with them yet and I really would like to get off the ground with those. My husband ended up losing his excitement for them and I didn’t want to go at it alone which is how I ended up online and discovering the world of internet marketing which has led me to all of the things that I am doing now!

        Thanks again!

  5. Amy Mengarelli says:

    It’s interesting that your top commentators are men. Maybe they are secretly wondering how we as moms get it all done so they come here! Keep sharing what you know. Thanks for being real.

    • As one of the people on the top commentators board, I think that this is because a lot of things that may be seen as the dominion of one group is really pretty general in nature. (On my blog, I have more women than men on my top commentators board, or at least I did as of the last time I checked my blog a few hours ago.) My wife was reading a book about self-empowerment principles that was geared towards women, but the principles seemed to be gender-neutral to me when I read the book. I also remember my senior year in seminary taking a class on Evangelism and Church Renewal. One of the books in the class was written about issues in the black church, but whenever I read the book, most of the things that they talked about were things that I was very familiar with in churches that are predominantly white.

      While the notion may be that women are the ones who balance family and work, a lot of men work hard to do the same thing as well. There are lots of things today that are sold to both men and women that used to be marketed almost exclusively to one or the other (Hair dye was seen as a “women’s product” until a few years ago, and companies that started selling it to men referred to it as “men’s hair coloring” rather than dye, and razors were sold to men until a Gillette campaign at the turn of the 20th century.) so I think it is natural to see certain “gender roles” blur. Think of how much it has done so in the last 50 years.

      • Heather C Stephens says:


        You’re right about gender roles blurring.

        I’m a horrible cook…not kidding here. I caught my home-ec oven on fire in high school and evacuated the entire building, and my cooking “episodes” have continued for the past 17 years!

        My husband has dubbed the 80’s song “Burning Down the House” by the Talking Heads as my “theme song!”

        I’m lucky and my kids are thrilled that my husband is such an amazing cook!


    • Heather C Stephens says:

      Thank you for your comment Amy!

      You put a smile on my face because I was home with my 2 year old today while my big girls were in school and I really didn’t feel like I got ANYTHING done! 🙂 I’m hoping that since it was the first day of school, that we’ll settle into a routine.


  6. Hi Heather,

    I don’t think that you’re cutting your audience in half because focus is key – and it attracts a lot of men too, obviously, if I look at the top commentators board of your blog. I don’t know if that also translates into business figures.

    So you aren’t excluding anyone. The only question that came into my mind while writing this comment: How could you encourage more women to comment on your blog ? Because it seems that your target audience doesn’t leave many comments.

    Thanks for sharing your ideas.

    Take care


    • Heather C Stephens says:

      You make a great point, Oliver.

      I’ve sponsored women, and most(but not all by any means) of my subscribers are women, so I’m not sure what to think of the comments being mostly men.

      Maybe it is because I’ve been in marketing mode lately and not as much mom mode with my writing?

      Maybe it’s because the tribe I’m active in is mostly men?

      Maybe it’s because the number one blog sending me traffic is owned by a man?

      Maybe it is because I comment on a lot of blogs owned by men?

      My business is growing, so I’m happy, whatever the demographics are, but it is a very intriguing observation.

      Thanks for your comment!


  7. Hey Heather,

    I just love reading your posts – so inspiring!

    First of all, congratulations on finding your niche! You now have people who are just like you and you can relate better with them.

    Having said that, since I started visiting your blog, I found that your latest posts were not targeting your niche only and that should explain why you have attracted male readers as well. It’s also interesting that you are getting a lot of comments from men 🙂

    Keep sharing value and you will still attract both men and women!

    Thanks for sharing.

    All the best,
    Mavis Nong

    • Heather C Stephens says:

      Hi Mavis,

      You’re right most of my recent posts were not targeting my niche specifically.

      I got a message in facebook today from Ann Sieg when I asked her about this. She mentioned that a lot of men get value from the content and may share it with the women in their lives and businesses. It was a great point that I had not thought of yet. 🙂 She also said that if I was appealing to women, I’d likely be appealing to men a the same time…but if I was appealing mostly to men, it would be less likely that I’d appeal to women too.

      Interesting thoughts!

      Thanks for your comment!


  8. Hi Heather,

    I think it’s great that you have a very clear niche to market to. Narrowing it down weeds out those you may not have been compatible with anyway.

    Because you provide so much value here, you’re sure to attract those slightly outside of your selected niche and that’s just a great bonus! 😉

    You’re on track, and your blog shows it. I think it’s a sign of your strength and I love that about you.

    Keep it up!


    • Heather C Stephens says:

      Thanks for the feedback Susanna!

      I feel like I’m in the right place and intuition usually speaks correctly for me. Exciting to see all these guys here, and I’m so glad to have them all contributing!

      I am honored you see it as a sign of strength! 🙂

      Thank you my friend!


  9. Hey Heather,

    The question I have for you, “Who do you want to target?” If you want to target Moms then stick with it.

    If you want to target other audiences then you’ll have to change your tagline “Teaching clever stay at home moms & mompreneurs how to make money online in a legitimate home based mlm, network marketing, or direct sales business.”

    That is a powerful tagline to attract moms.

    Do you just want to build a business with moms?

    Chat with you later…

    • Heather C Stephens says:

      I’m not building a business with just moms, Josh, but I do relate to them well. I feel like there is a sisterhood type of bond among women and I love to see women who may have doubted themselves find their strengths and shine. I don’t know why, maybe it’s because I’ve been so involved with girl scouts in the past and I’m raising two daughters?

      Who knows, but as I said to Susanna, it feels right and I’m going to stick with it. I hope the men get enough value from me anyway to stick with me too! 🙂


  10. Heather,
    I am new to the online aspect of network marketing. Thanks so much for the series. I particularly enjoyed the later posts in the series about the more detailed aspects of getting started. By the way, if men stay away from your blog because of gender, it’s their loss, not yours. Great content. You are on My Favorites list!!!

    • Heather C Stephens says:

      Thanks Paul! I’m so honored to be on your favorites list and honored to have your comment!


  11. Heather..

    Narrowing your niche is always a good thing – and I don’t think that it will cut your audience in half cuz I’ll still keep coming back :0)

    talk soon

    • Heather C Stephens says:

      As long as you don’t stay away…I’m happy!

      Thanks Hector!


  12. Hi Heather,
    I think you are doing a great job in your niche. My niche is for women and I find that men pop in there too – which I think is great. My coach Cindy Schulson ( has helped me to define my niche, which has released me from confusion.

    • Heather C Stephens says:

      Hi Helen,

      Welcome and thanks for stopping by and leaving your comment! I appreciate the link to your coach. I’ll check her out.

      Looking forward to getting to know you! (Your blog looks to be in a great niche by the way!!)


  13. I do not think that the occasional incredibly narrow post would necessarily exclude anyone and could do wonders for really interesting people within that narrow niche. When it comes down to it, Mompreneurs and WAHMs are really not even a very narrow niche anyway.

    I think that there is value to be found even if a post was not designed for you as a “focus” target. Anyhow WORST case scenario should be that some guys may not find a particular post interesting and won’t read it. That doesn’t mean that they won’t be back next day to see what you have written on that day.

    The occasional post that holds no interest for a group shouldn’t make people not enjoy your writing or your style when you do circle back and hit topics that they DO care for.

    Just my 2c

    • Heather C Stephens says:

      Thanks for your feedback Steve!

      I agree and I appreciate your 2 cents!!!

      It’s true that only some of my content is focused for moms…lots of it can be helpful to men too! And the posts here and there for mompreneurs only may help men understand the needs that women building a home based business have, so they can use the information to help the ladies on their teams.

      Thanks for your comment!

  14. Oh Heather… what a great post this is. I’ve been there and asked all of those questions for myself.

    The content – the brass tacks how to – doesn’t change a lot between teaching marketing to men, women or specifically moms but everything else seems to.

    My son is grown and in college now – so I’m not talking about parenting issues in my daily life anymore. I wondered if that would change my heart for the WAHM niche but it hasn’t.

    I create my products and resources for moms. My branding, images and examples are all created around moms. But men still buy – go figure.

    • Heather Stephens says:

      Hi Kelly,

      Thanks for your comment, I’m so glad you liked my post. I’m getting caught up on comments and I noticed that I had not replied to you here.

      I know we all struggle from time to time to know if we’re really targeting the right market and if our message is congruent with the needs of the people we reach.

      I’m thrilled to hear that although your son is in College that working at helping mompreneurs is still working for you! I’m still in the thick of parenting with a 12, 9, and 3 year old, but it gives me reassurance that marketing to women will work in the future as well.

      I think the men are still buying your products and resources because they recognize the value, and as you say, the brass tacks of marketing doesn’t change for men or women!

      Thanks for your comment! Happy New Year!

  15. Heather, This is something I think about all the time as my site doesn’t directly target women, moms or SAHM’s yet I think it should. After all that’s who I can relate to.

    Don’t think of this as cutting your market in half, I prefer to think of it as having a more focused audience.

    People, and in your case moms and SAHM’s, connect better with your blog because you can relate to what they do, how they think and with their personal interests. You’re developing a more loyal following.

    I say keep your focus where it is 🙂

    • Heather Stephens says:

      Hi Liz,

      Your site is awesome, but you are right it doesn’t seem to be focused toward moms. You share such great content that is valuable to anyone marketing online!

      I agree that it helps me to have a more focused audience, and thankfully, I don’t seem to be turning the guys away.

      I appreciate your comment! Thanks so much!

  16. GREAT question and post, Heather! My experience has been, after 11 years online and mostly targeting WAHMs and women/moms (because I am those things!) is that others WILL find you and attract to you, as long as your message is consistent!

    I consistently sponsor about 50/50 into my network marketing business, even though much of the content I have created over the years has been geared toward women!

    Men get it, too!

    EXPECT Success!

    Jackie Ulmer

    • Heather Stephens says:

      Thanks so much Jackie!

      I appreciate your comment and I’ve come to the same conclusion for myself. I’m a mom and writing from that perspective comes naturally for me. Although I am writing on non-mom-specific topics relating to building a network marketing business online, the mom-vibe always comes through in my writing. 🙂

      Thanks so much for stopping by! I appreciate you sharing your wisdom!


  17. Heather, I’m ‘one of the guys.’

    I became loyal to your blog because of the content you provide. You had great articles about blogging process (when I started), and quite honestly, I liked your clean design and could tell you were a “pro”.

    I think that you should continue to serve your base customers. As you see additional segments of your readership shift, I think it is because you’re providing relevant content, which is great!

    Keep doing that, and we’ll keep reading. Plus, even with your posts with WAHM anecdotes (the church lady “topless” post comes to mind), you make applications that we can all learn from. That’s your unique perspective. NEver compromise that. It’s your voice.

    I think you’re wise in noticing a shift and gathering more info from your market, but it seems the market is confirming that we visit your site for exactly what you’re providing! Keep up the great work. It’s inspiring!


  1. […] first post that I came across was Heather Stephens asking the poignant question Is Focusing on Mompreneurs and WAHM’s cutting my Audience in Half? She has a readership that is largely male based upon her top commentators so it would appear that […]

  2. […] This post was mentioned on Twitter by Jackie Ulmer. Jackie Ulmer said: RT @StephensHeather: Comment on Is Focusing on Mompreneurs and WAHMs Cutting My Audience In Half? by Jackie Ulmer […]

  3. […] A perfect example of this “sisterhood” is the invitation I received to do a training for Golda Smith.  Golda is an internet network marketer in New York City, whom I met a couple of months ago online. She does a fantastic training every week that she calls her M.O.D.E.L. Training.  M.O.D.E.L. stands for: Mothers Online Developing Entrepreneurs and Leaders and Golda’s group is made up of WAHMs and Mompreneurs. […]