Marketing Lessons from a 4 Year Old Boy...

I just spent a week visiting family in Denver. I stayed with my brother's family that included my 11-year old niece Amanda, and my 4-year old nephew Ryan. I've not spent a great deal of time with Ryan, and I learned a few things this week about 4 year olds, and about myself.

For instance...
-Did you now that a little boy's brain never stops working, and delivering its musing to his mouth... unless he's watching a cartoon?

-I learned that there is no filter between a little boy's brain and mouth, resulting in the purest form of honesty I've ever seen. This particular item can cause much embarrassment to surrounding adults when sensitive facts are revealed loudly in public places.

-It is almost impossible to have an adult conversation around a 4 year old without him picking up only the words he shouldn't be hearing and repeating.

-I learned that you can't get away with ANYTHING with a 4 year old. He'll call you on your "stuff."

-I learned of a child's incredible capacity for spontaneous affection and expressions of love.

-And I learned that to a little boy, the song his aunt quietly sings to him to put him to sleep doesn't have to be on key. It just has to be sung from the heart for him to believe it is beautiful.

On the last evening of my visit, little Ryan asked me to put him to bed. I discovered that this process involves a structured procedure. We did the normal things like going potty, brushing teeth, and turning on the closet light to keep the "dream monsters" away.

It involved reading a Furry Kitty book, with "voices," as we cuddled together in his bed.

Lastly, to my surprise, his final request was for a "beuford" song. (I think he meant "beautiful" song). In response to this unexpected request, I defaulted to the song that is closest to my heart, as the first song I sang on stage with a choir, and later as a soloist: "Over the Rainbow."

I felt more pressure than I ever have as I quietly sang the entire song, while my darling nephew patiently listened to every chorus. When I was through, and after a few beats of silence, Ryan opened his eyes and said to me "Aunt Barbara that was a "beuford" song." Then he closed his eyes, turned over and snuggled up for sleep.

As I left his room enveloped in my nephew's unjudgemental love and acceptance, I decided for his birthday in July, he'll be gifted a CD of Aunt Barbara singing his "beuford" song softly to put him to sleep when he wants to remember me.

Thought I don't see my niece and nephews often, my goal is to create little moments during our time together that they'll remember and treasure about their Aunt Barbara. It's memories like these that make me feel connected to them when we're apart.

To tie this into an entrepreneurial issue, here's my lesson for this blog post:
It's about Quality over Quantity.

Some marketers think that if they just "bug" their email lists enough, people will buy. They beg, plead, use every copywriting "trick" they can, and wonder why their sales are still low.

My nephew has taught me that the quality of the information is so much more important than quantity. While you may not communicate with your list every day, when you do send something to them, make sure it is useful, timely, and gives more value than they expect.

It's simple: Give people what they want, plus more than they expect, and make every communication count; and they will give you their business.

And when they want a "beuford" song… give it to them. It will pay off in spades.

To Your Success,
Barbara Drazga