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Lessons from a Two-Year-Old

By Leah Rich on May 23, 2011

I remember thinking some time ago that personalized printing had really lost its punch. Eye-catching at first, the approach spread like wildfire with organizations large and small effortlessly personalizing their appeals. A few weeks ago, (at 3 a.m. nonetheless) I changed my tune. Let me explain.

You see, knowing that there was only one thing we could do to restore our restful nights, my husband and I decided let our toddler “cry it out” – and boy did he ever! Lying in bed listening to our son’s every sound through the monitor, it was pretty clear that he wasn’t going down without a fight. High-pitched screams, the hyperventilating cry … he had it all. But we held our ground. And then, in the midst of it all, he quieted down and pulled out all the stops. While trying to catch his breath he called me out by name, “Mommy – Mommy – Mommy.” A whisper at first, he refined his plea. It was heart-wrenching.

In order to take my mind off of the battle brewing in my heart, I started to think about his appeal. And then it made sense. Of course there’s power to a personalized message. At just two years of age our son suspected that calling me out by name would produce a favorable result. And, truth be told, had it not been for my husband’s insistence, it would have worked.

The secret is out – it doesn’t take much effort to quickly personalize a mailing, but knowing your audience, taking a creative stance and having just the right timing will ensure success over annoyance. A personalized message carries tremendous power, but it all comes down to execution.

About Leah

Let’s come right out with it: Leah does it all. She’s a team leader, overseeing creative work for a variety of clients. She is adept at planning advertising, media and overall communications campaigns that are tailored to client goals. She’s also a skilled writer, a keen-eyed proofreader and editor, and a creative and organized event planner. In addition to her work with clients, Leah is charged with overseeing the firm’s internal project management system – essential software for managing the increased workflow that has come as a result of the firm’s rapid growth. Read More »

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