How many of you have found yourself at one time or another plastered to the computer, feverishly monitoring your Facebook page with the hope that your latest cookie post would send your fan count soaring? Or maybe the better question is: how many of you have never done this? Yeah, as I thought – zip, zero, nada!
Ouch, so sorry. I take that back. I have a strong feeling that this week’s cookie star is far too busy reading fan mail to take much notice of her sky-rocketing stats!
Yes, can you believe it?! Today, Marian Poirier joins us to talk about how she fell in love with cookies, what it takes to build a blockbuster blog, and whether it’s possible to achieve life balance, among other things.
Marian may underestimate herself (“By no means am I an expert,” she declares on her blog), but don’t let her humility fool you. With over 90,000 Facebook fans, 68,000 Pinterest followers, and thousands of unique page views per month on her wildly popular blog, Sweetopia, this cookier is a veritable online powerhouse.
JMU: Hi, Marian! It’s so nice to chat with you again. [Editor’s Note: Last I spoke with Marian, we swapped stories, mostly of the horror genre, about being without our kitchens during extended home reno’s. More on that later . . .] I find it fascinating to learn how established cookiers first caught the cookie decorating bug, so let’s start there.
You’ve said on your blog that a short illness was what initially prompted you, about nine years ago, to start experimenting with cookies, particularly gingerbread houses. Why did you choose gingerbread houses as your creative outlet then? And did you jump in and teach yourself the necessary decorating techniques, or did you already have some decorating experience under your belt?
MP: It’s so nice to chat with you too, Julia! I remember being enthralled with your cookies when your first book came out, and I continue to be wowed by your new designs! Thanks for the interview – it’s an honour!
Yes, it’s been just over 11 years now (it’s hard to keep all the details up to date on the blog!), and yes, my fascination with sugar art came about after I’d made my first gingerbread house. It was around Christmas when I was experiencing the illness, which essentially prevented me from working out (I used to love to do aerobics regularly). I like to keep busy, and as gingerbread houses had always charmed me, I decided to try my hand at one. The first house I made wasn’t the prettiest - probably because I had almost zip experience in the decorating department - but I was hooked! The more I made them, the more I found there was to learn. Thank goodness the illness only lasted about six months, and I’m grateful for it now, because it led me to find one of my favorite hobbies.
Because I was into making gingerbread houses, I was a frequent visitor of the baking aisle of the bookstore, and ended up coming across Peggy Porschen’s work. I simply fell in love with her sweets, and had to try them out. I just happened to try making cookies first, and had planned to really delve into cakes as well, but for now they’ve been put on the back burner, as I just can’t get enough of making decorated cookies! The possibilities really are endless. For a taste of how much of a cookie nerd I really am, you might want to see this post.
JMU: You were certainly one of the first food bloggers – if not the first - to focus on cookie decorating. When did you launch your blog, why did you launch it, and why did you choose cookie decorating, and not gingerbread houses or other sweets, as its focus?
MP: Sweetopia and blogging came about a few years later (February 2009), because of my older brother. He noticed that whenever I made sweets for events with family and friends, there would inevitably be some people who would want me to show them how to make the various sweets, and as I didn't have the time to teach everyone individually, he suggested I start a blog showing how to make them. (He has some web experience and is one of the founders of ArcticKingdom.com, so was a little more in-the-know about web stuff.) I originally planned to blog about more than making sweets, such as my love for fashion and home dÉcor, and although I still mention them here and there, Sweetopia has emerged into mainly tutorials about making decorated cookies, cupcakes, and other sweets.
At the time, I was active on Flickr where I met lots of talented people – sadly, I just don’t have enough time to be active on the discussion groups there any more. Social media, for me, has mostly become sharing information and answering people’s decorating questions.
Anyway, I was active on Flickr but didn’t know of any other “sweet” bloggers besides Meaghan of thedecoratedcookie.com and Louise of CakeJournal, who does some cookies, but mainly cakes. A few months into blogging, Bridget of Bake at 350 and I connected on Twitter. She mainly does cookies and other desserts, and my blog morphed into doing cupcakes, some icing techniques, gingerbread houses at Christmas, and mainly decorated cookies. I chose cookie decorating as they translate easily into any theme throughout the year, and I just enjoy making them. I may delve into cakes some day, but for now, I’m still having fun playing around with cookie designs.
JMU: I know you have a full-time day job teaching culinary arts at a local secondary school. What came first, the blog or the teaching position? Do the blog and your school work complement or compete with one another?
MP: The teaching position came first. A few years before I began blogging, I was teaching French at the high school level and because I had made a few gingerbread houses to raffle off for fundraisers at school and had participated in various baking initiatives, the principal of our school asked me to interview to teach culinary arts. Funny, I know! At the time, it was difficult to find people to teach it, and it was only supposed to be temporary, as I’d be replacing a teacher on pregnancy leave. I ended up getting the job and loving it. Luckily, when the previous instructor returned, she wanted to teach a different subject, so I spent two summers at Queen’s University upgrading my qualifications for the culinary arts job. That was around the same time I began blogging. The blog and my schoolwork complement each other in that I’m teaching what I love to do. However, time-wise, they definitely compete. I struggle with how to find a good balance between both.
Another thing I need to be mindful of, as both teacher and blogger, is that my secondary school students may read my blog. So I try to keep Sweetopia somewhat private, excluding details of my life. Finding my voice in my writing has been a bit of a struggle that way, as I’d like to be more open about my life, but privacy is an issue. I’ve rarely shown my H-banana (stepdaughter) and Mr. Sweetopia, as I’m still figuring out how much I’d like to show. I was recently at a conference where there was discussion about whether bloggers' children should be shown in photographs on the net (because of children's safety and privacy issues). The opinions ranged from people who would never post a picture to those who post their private lives on a regular basis. I’ve found a happy medium there, I think, but I still have a way to go on developing my writing style.
JMU: For those less familiar with your work (if there are any!), how would you characterize your cookie decorating style? Which of your cookie designs makes you most proud and why? Pictures, please!
MP: Hmm, I’m actually not sure how to define my style! I do like using the projector to help me draw designs, such as my Parisian cookies (above), but I also like to do simpler cookies such as my lambs (below). Which ones make me most proud? I’ve put my favorite designs on my Facebook cover image, here. [Editor's Note: As for me, I'm especially partial to Marian's kokeshi doll cookies pictured at the bottom of this post!]
JMU: I don’t know if this is possible, but is there a cookie decorating technique that you haven’t yet tried and/or are dying to test?
MP: Absolutely! I’ve tried an airbrush on cakes before, but I’d like to try it on cookies. The nice thing about sugar art (cookies or anything, really) is that there’s always more to learn, so I’m sure I’ll always find something new to try out.
JMU: I asked SweetAmbs this same question recently, but I’d love to hear your answer too, since you’re clearly one of the giants I mention in it. Here goes . . . For the benefit of those who want to start cookie decorating blogs, do you think there’s room for another, or have the giants already cornered that market?
MP: Oh that’s funny to “hear” – who would have thought that I’d be coined that?! Thank you, I’m flattered! Really though, there are so many talented people out there, and the design possibilities with cookies are as endless as they are with cakes so, yes, I think there’s lots of room for cookie decorating blogs.
JMU: What are the top two to three tips that you’d give readers who aspire to launch their own cookie decorating or sweets blogs?
MP: I’d say, first and foremost, for whichever topic you chose, love what you do. I probably could have made a lot more money starting a blog about TVs or other more expensive items, but it would never have lasted, because I don’t have a passion for it. If you’re forcing yourself to make cookies, or aren’t having fun with the topic you’ve chosen, that's a good indication to choose something else. Other than that, on the practical end of things, perhaps get familiar with a little bit of html so that when you have technical issues on your site, you won’t have to hire someone to help you fix them every time. That can get expensive. [Editor's Note: html stands for HyperText Markup Language, the main markup language for creating web pages. Pardon, that's the former engineer-nerd in me coming out!]
JMU: Should wannabe bloggers expect their blogs to be money-making propositions? If so, is it possible to make a living by blogging, or should people set their financial sights more realistically?
MP: Well, I’m still a full-time teacher. 
LOL. I love teaching, and would do it anyway but, no, I’m not making enough money to make a living with Sweetopia. I am making a little, but there are costs to running the blog as well. As the followers have increased, I’ve had to increase the size of the server the site sits on (or it would be too slow and possibly crash), which costs more money per month. There are also food costs, prop costs, etc. Time-wise, I am so passionate about Sweetopia that it makes no difference to me. I put 24/7 into it when I’m not doing the following: spending time with my husband, my stepdaughter, family, and friends; snuggling Lionel (my bunny rabbit) or watching him hippity-hop around the yard; going for my almost daily walks (I need to start jogging again); working (teaching); and keeping up the house, laundry, cooking, etc. (Plus, as you mentioned, our home is under renovation and has been for the past nine months . . . we are doing some of it ourselves, too!)
Besides these things, for which I absolutely feel the need to make time, Sweetopia permeates my life - I think about Sweetopia, work on Sweetopia, plan new ideas, answer emails, post on social media, shop for props, and do the posts.
The posts take a good chunk of time – making the sweets, photographing them, editing photos for lighting issues, writing the post, and then sharing on social media. I wouldn’t do it if I didn’t love it, but blogging is certainly not quick and easy money. If I think about the many hours I’ve put into Sweetopia these past four years, really, I’ve been working for pennies. I’m not trying to discourage others though - I just want to be perfectly honest about it. Do it if you love it, and the time you put into it won’t matter, because you love doing it.
That being said, I also have to share that it [earning a living with blogging] might be a little more doable if I didn’t have a car, lived in a townhouse in the city instead of the country, and didn’t spend money on props - and clothes. (I confess . . . I love clothes and just maybe do shop for pretty new things here and there. Ahem.) Or perhaps if I did other things to supplement the blogging, such as teaching at local community centers and maybe doing cookie orders here and there . . . I do believe in “where there's a will there's a way,” so depending on how badly you want it, you may need to weigh your options, be prepared for an unsteady income, and change your lifestyle if required. Does that make sense?
JMU: Yes, it sure does. I know you work with brands though. I imagine such work can be a lucrative proposition. Was there a magic traffic number that you reached, after which advertisers, sponsors, and brands started seeking you out and lavishing you with big bucks and giveaway prizes? Or, given what you just said, maybe you feel you have yet to reach that point?
MP: Ha ha, that made me smile too. Yes, I definitely feel I have yet to reach that point. Occasionally, companies approach me, and if they’re a good fit and I like the product, it’s a win-win situation.
JMU: Launching a blog is one thing, but growing its readership to your impressive levels is clearly another. What tips can you give readers about how to build a loyal following most quickly? Or is quickly building a following not the best goal to pursue?
MP: I’m not actually sure how it happened . . . I think I got lucky with followers at first, and I have been blogging for four years so time does help with numbers growth. I would say building a loyal following is important though – you want to have readers engaged with you. It’s one of the most rewarding things about blogging. That being said, having a healthy amount of Sweetopia followers hasn't hurt from a marketing perspective either.
JMU: Many bloggers aspire to build strong relationships with brands as a way of generating additional revenue and also expanding their online platforms. I see that you’ve partnered with KitchenAid Canada. (BTW, I love those cool cookie ovens and mixers that you made for them.) How did that partnership come about? Did they find you or vice versa? Did you negotiate the terms of that partnership yourself, or did you seek outside help? What other advice can you give readers who are seeking to build similar partnerships?
MP: I first approached KitchenAid USA a few years ago, around the time of this post, and asked if they wanted to participate in a giveaway for a good cause. At the time, they weren’t working with new bloggers and declined, so I paid for two raspberry ice KitchenAid mixers myself. It was for a great cause though, and over time I’ve built a relationship with KitchenAid USA and we’ve worked on a few projects together since then.
When it came time to renovate our home, I approached KitchenAid USA about appliances for our new kitchen, but there were some border delivery issues for such large items, so they put me in contact with the Canadian KitchenAid team. [Editor's Note: Marian lives in Canada; thus, the "border issues."] I negotiated the terms of the partnership myself, one of which included making 240 KitchenAid mixer and oven cookies, which I don’t normally do. (Oh my gosh, that was a LOT of late nights while working full time at the same time! BTW, thanks Julia, glad you like the mixers!) The terms also include a set amount of blog posts on Sweetopia dedicated to KitchenAid.
I am thrilled to be working with them, as I love their products. Promoting their brand is easy because of that. I have declined other brand offers in the past, if the fit wasn’t good or the product wasn't my favorite, so I guess my advice would be to work with only the brands you love. That way you’re staying true to yourself. That’s just my two cents though – I’m sure there are lots of other opinions about this!
JMU: So you have a humongous blog. Plus, an equally humongous social media following with which to keep up. Plus, a full-time job. Plus, a husband. Plus, a massive home reno that’s going on and on . . . and on. Yet you talk a lot in your blog about staying balanced through exercise, enjoying the outdoors, and so on. Does achieving life balance come easily for you, or do you work at it? What are your tricks for staying sane and on schedule with all that you juggle?
MP: I mentioned this earlier, but the following things are a must in my life: spending time with my husband, stepdaughter, bunny, family, and friends (although the latter probably happens less now that I’m working on Sweetopia); getting outdoors and being active (especially hiking); and of course doing the day-to-day things like laundry, etc. I definitely struggle to find balance on an ongoing basis! Most of the time it’s the exercise that suffers, and I’m working on keeping it a priority. I do actually feel overwhelmed occasionally, and that’s when you won’t see me post on Sweetopia for a few weeks, or sometimes more. As they say, something’s gotta give!
Out of the four years, I’ve had about two months where I just posted once, a few months where I posted twice, and the odd month with about seven or more posts. But as a general rule of thumb, I try to blog about once per week. I think that number will be different for everyone, and finding what works for you is key – there’s no set rule that says you must blog X times per week or month.
Having a support system has really been a blessing. It helps to have a husband who supports me in all I do on Sweetopia (including proofreading posts and helping me choose photos), and who makes me laugh even in my stressed moments. My family is always there for me, especially Mom, who has commented on almost every blog post since I began blogging. I’m also lucky to have my dear friend Kim (she’s on Pinterest, here), who is the sweetest, kindest, funniest best friend a girl could have.
What are my tricks for staying sane, and on schedule? (Ha ha, is that up for debate? Maybe it should be? ) Hmm, prioritizing is a big one, I think. What’s due first? I try to tackle just one project at a time . . . I may have a list of them waiting in the sidelines, but I try not to think about them until I’ve finished the one I’m working on at the time - that way I don’t feel overwhelmed. But trust me, sometimes it still happens. Then I remind myself to stop taking myself so seriously and just try my best to get what I can done.
I’ve also learned to say no. I’ve realized that saying yes to more projects will just stress me out in the end, and it won’t be fun. Generally, if I’m stressed out, I don’t feel as creative or inspired either.
I have to say, I try my best, but the balance thing is certainly a work in progress for me. My belief in God has also really helped me during some challenging times the last few years. The hiking I mentioned earlier is part of that as well . . . I feel more spiritually connected when I’m out in nature, and I find it gives me time to reflect and to pray.
JMU: Recently I’ve seen more and more references in your blog to fashion, fitness, and other lifestyle topics. Does this mean that you’ll be expanding Sweetopia beyond sweets? What’s next for you and Sweetopia in the coming few years?
MP: Those things are an important part of my life, and originally I intended to focus on all of them. But there really wasn’t time to do it all, so I ended up sticking mainly to sweets. I still hope to include more of those items here and there though. Our home renovation will definitely be on the blog soon! I'm really looking forward to everything being done! Fingers crossed – just three more weeks. (Ha ha?)
Thanks so much for having me here! I look forward to meeting more people who love making cookies too!
Guess what?? Marian will be continuing this conversation with us in a live text-based chat here on Cookie Connection sometime in September. We'll be sure to post all of the details as soon as they come available.
In the meantime, there's a lot more to Marian and Sweetopia than we've shared here, so be sure to visit her online:
Cookier Close-ups is the place on Cookie Connection where we celebrate the change-makers of the cookie decorating world. Whether forging new enterprises, inventing novel decorating techniques, or consistently charming us with their cookie decorating prowess, each of our featured thought leaders has redefined in his/her distinctive way how we interact, create, or otherwise do business here in cookie space!
If there are other cookiers you'd really like to get to know, please post requests in this forum. We'll do our best to round them up! Thanks!
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