I called my mom yesterday. She lives 800 miles away, so Sunday brunch was out of the question. But that’s okay. A nice telephone conversation is the hallmark of our relationship. And yesterday’s call proved to be just what she needed.
She’s had a rough go of it lately. For a few decades, she worked really hard to become the best in her chosen career. She earned a few advanced degrees. She garnered professional accolades. And that’s when it hit her: she was in the wrong job all along. Many people her age are retiring to white sand and accepting applications for cabana boys. She’s starting over at the bottom. It’s not easy.
Yesterday, all she needed to hear was a simple message: Happy Mother’s Day. She didn’t need the brunch. She wasn’t pissed that the florist didn’t deliver on Sunday. Or that I’d forgotten to call the florist in the first place.
Happy Mother’s Day. That was it. I was reminded of other monumental conversations between the two of us. All of them revolved around simple, sincere messages.
The night that I brought home my first daughter from the hospital, I called to tell her I was sorry. I was sorry that there was a time I’d caused her to worry and taken advantage of her goodwill and occasionally exploited her love and generosity. In other words, I called to apologize that I’d been a teenager.
More recently, she went to great lengths to ensure that my kids were as comfortable and stable as possible during an extremely difficult part of their lives. All I could do was call and give her my heartfelt thanks.
Then there are the times that I simply call to see how she is and tell her I love her.
Since good relationships are based on good messaging and good relationships are the foundation of good business, it made me think about good business messaging.
We put a lot of emphasis on creativity in marketing and advertising. Rightfully so. A lot of the time, the only thing that makes someone pay attention to our messaging is the Big Idea. Have a better-than-average cell phone? You need the Big Idea to get that better-ness across. Want to sell more body wash or feminine hygiene products? Find the Big Idea that separates you from the competition.
Most of our messages are based on better, different, more creative executions. We fervently pursue them. And we should continue. Because 99% of the time that’s what works. But don’t forget the other 1%.
Thank you. I’m sorry. Happy day. You’re special. These messages don’t require hoopla or creativity or a Big Idea. They’re simple messages that simply require your sincerity. But they are the most powerful messages you can send. And they may only be 1% of your messaging, but the relationships they forge or maintain could make up 99% of your business.
That’s something to think about it. Now if you’ll excuse me, I have a phone call to make. I hope FTD has a nice Sorry-I-Forgot-to-Send-You-a-Mother’s-Day-Bouquet bouquet.
