Monday, April 17, 2006

What a 2-year-old Can Teach You About Marketing

I have gotten some good responses the readers of my newsletter today about the latest issue.  So, I thought I’d re-print it here for those who don’t subscribe to it (I wouldn’t want anyone left out).

But I want to add something to this based on feedback I’ve gotten.

The magic word you will learn here especially applies to taking on more work than you can handle.  No matter how much you think you need the money, say the magic word and everything will be all right.

Here’s the issue:


Some of the most important marketing lessons I’ve ever learned have been from my 2 year old.  And one of these lessons is so simple, yet so powerful that I want to share it with all of my readers.

Before I get into it, let me say one thing:  my daughter is a marketing prodigy.  No joke.  

The reason I say this with so much confidence is that I believe most children are brilliant salespeople.  Anyone with a child knows that a child can get a parent to do just about whatever the kid wants.  

The learn-and-adapt mindset for successful marketing comes quite naturally to children.  And I believe that all of us were once brilliant marketers, but we unlearned it through conditioning.  

But enough of my theories already…

…you want to know the powerful marketing lesson--the one word that can get you whatever you want.  

You ready for it?  

That word is...


That’s right...NO.  

I’ve seen too many independent professionals working for bad clients, taking far less than they should all because they can’t say one simple word…NO.  

But there’s good news.  If you have trouble, you can start saying NO right now.  Next time the client from hell calls offering you a new job, just say NO.  

When a prospect asks you to be "competitive" and lower your price, dig in and just say NO.  

The truth is that no one respects a pushover.  And pushovers can’t tell anyone NO.  

Honestly, a lot of people think they are being “nice” by not saying NO.  Or think they’re being nice by giving someone a break on the price when really they just can’t say NO.

If you think you are one of those people who just can't say NO, then I suggest doing an exercise my daughter does (you'll need a partner):

Have someone feed you questions, and say NO to every single one.  Have them change the questions around a bit, and always say NO.  

“Will you write this 2,000 word article for $25?" NO.

“Can you cut your commission down just a bit?” NO.  

“Can you give me a break on the price?” NO.

Once you get really good at saying NO, you’ll find it quite liberating.    My daughter says it quite easily and can pretty much get what she wants because her audience (i.e. parents) know she means business. 

Just to give you an example of the power of NO, I thought I’d share a story.

A music teacher had 2 students she really hated.  They were difficult, lazy, and their parents were even worse.  The students stressed her out considerably.  But she needed the money.

Finally…when they went to continue their lessons, she told their parents NO more.  Damn the peanuts they were paying.  

The result?  

Her teaching improved, stress was gone, and she got four new students the next month.

The story is 100% true, and it illustrates how saying NO can have a profound effect on your business.  

So, channel your inner NO, and you will tap into the secret of getting the best clients and getting the money you deserve.  

To Your Continued Success,

Carlon Haas

P.S. If you liked this article, and haven’t done so already, please sign up for this complimentary newsletter at:


Steve Harper said...

Dude...your updates aren't going out any longer? Did you change something? I assumed you weren't BLOGGING as much.

GREAT POST. I LOVE YOUR 2 YEAR OLD by the way. She is amazing and will one day work for me....Oh yes....You know it to be true!

Carlon Haas said...

To the day you will be working for her.