"How a Flat Hot Dog Could be Your Secret to Success"

When our first son was 2 years old, my wife and I alternated work days. This arrangement allowed me to be a big part of his day-to-day care.

One of our favorite things was going to Costco for a hot dog lunch. After we ate, I'd set him on my shoulders and walk around the warehouse talking about everything we saw.

Once I asked him if we should buy some bologna. He'd never had any before but I figured he would like it.

Nope. Hard pass.

I didn't press the issue or try to change his mind. We just continued our exploration of all the wonderful things we could find.

In time we circled back around.

I asked him if he wanted some flat hot dog—three words already part of his 2-year-old vocabulary.

Yes! Enthusiastic yes.

So we went home that day with a double pack of bologna and something else I've never forgotten.

What was it?

That I need to tailor my message to my audience.

At age 2 my son knew what a hot dog was. He liked hot dogs. So I knew he would also enjoy bologna. And he did. (Still does, in fact—am I a bad parent?)

When he had no idea what I was talking about the answer was a quick no. He hadn't rejected the bologna per se. He just didn't need what he didn't understand.

Your clients also don't need what they don't understand. The moment you make things crystal clear they may be as enthusiastic to close the sale as my son was to get his flat hot dogs.

Tailor your messages to your audience. Otherwise they might think you're just full of baloney (pun intended).

How have you seen this principle in action in your work? I'd love to hear your experiences in the comments.