So many times we can learn a business lesson from everyday things around us, we just need to stop and take notice. In this post, I want to point out a few powerful marketing lessons that we can learn from this children’s nursery rhyme:
Twinkle, twinkle, little star,
How I wonder what you are.
Up above the world so high,
Like a diamond in the sky.
When the blazing sun is gone,
When the nothing shines upon,
Then you show your little light,
Twinkle, twinkle, all the night.
Then the traveller in the dark,
Thanks you for your tiny spark,
He could not see which way to go,
If you did not twinkle so.
As your bright and tiny spark,
Lights the traveller in the dark.
Though I know not what you are,
Twinkle, twinkle, little star.
Source: Taylor, Rhymes for the Nursery (1806)
History: Written by sisters Ann (1782 – 1866) and Jane (1783 – 1824) Taylor, “Twinkle, Twinkle” was first published in “Rhymes for the Nursery” in 1806, originally titled “The Star.”
OK, we have all heard this nursery rhyme before….but until now, maybe you have not thought of it from a marketing perspective! In business, success is all about busting through the “noise” your target audience has flying toward them every single day. You must get them to stop and hear, and really listen to your message. I recently heard Seth Godin speak at an event and his incredible book is the 1st to pop into my mind when I read this nursery rhyme!
Purple Cow: Transform Your Business by Being Remarkable is a book that presents Godin’s personal belief that creative advertising is less effective today because of clutter and marketing noise. The book recommends that companies produce remarkable products and target people who are likely to spread word of mouth about the product because they actually remember your company. If you have not read this book, please do yourself a favor and buy it!
Read the rhyme again and notice the part:
“When the blazing sun is gone, When the nothing shines upon, Then you show your little light,”
When everyone else is done with their marketing tricks and gimmicks, you are still there plugging away with the tried and true marketing and promotion of your business. But remember that it is critical to actually do that consistently month-in and month-out.
Consider the part:“traveller in the dark” and think of them as your target customer. They really are looking for what your company provides. They don’t want to attempt to fill their needs with your competition, provided you are the obvious choice. How can you be that obvious choice? By being so memorable and stand out….like a purple cow!
Finally, consider the part:” Then the traveller in the dark, Thanks you for your tiny spark, He could not see which way to go, If you did not twinkle so.”
Once you are noticed because of your marketing and the social proof from testimonials from happy customers you will be thanked. Your customers will be relieved that their needs are so well-met by your company and the shining (pun intended) service you provide them.
Feel free to click this graphic of the duck to download the 119 page ebook:
“99 Cows” by Seth Godin which is a collection of case studies detailing how various companies became remarkable.