What Kids Know About Marketing That You Don’t

Every parent has lived through this scene at least once (or a hundred times):

“Mom. Mom. MOM. Can I pleeeease have some bubble gum? Just one piece, I swear! I’ll be good for a whole year. I’ll clean my room. I’ll walk the dog. Just give me a dollar! Please, please, pleeeeease!”

Now, if you’re not a parent, chances are you were that kid at some point—relentlessly negotiating your way into a pack of candy or a toy. And what’s funny is… you were probably a more effective marketer as a five-year-old than some businesses are today.

Why? Because kids naturally understand something most adults forget:

Repetition works.

It’s no secret. The more often a request is made, the more likely it will be granted. And while it might drive parents a little insane, it’s a golden principle in marketing.

If you want more sales, you need more follow-up. One-and-done doesn’t cut it anymore.

Let’s look at the marketing stats:

• Only 2% of sales are made on the first contact.

• 3% happen on the second.

• 5% close on the third.

• 10% finally convert on the fourth.

• But get this—80% of sales happen between the fifth and twelfth contact.

Let that sink in. Eighty. Percent.

So, if you’re sending one email or mailing a flyer once and crossing your fingers, you’re missing out on the vast majority of your potential revenue.

So… Who Should You Be Talking To, and How Often?

Whether you’re a local service provider, a growing eCommerce brand, or a seasoned B2B company—this applies to you.

There are three groups of people every business should be consistently reaching out and marketing to:

1. Your Existing Customers

These are your biggest assets. They’ve already bought from you. They know your brand. Hopefully, they trust you. And if you don’t keep in touch, you’re leaving money on the table.

Regular communication with your current customers builds brand loyalty and increases repeat purchases. In fact, it’s 5x more expensive to acquire a new customer than to sell to an existing one.

So don’t just thank them once and disappear. Use tools like:

• Monthly newsletters

• Postcards with exclusive offers

• “We Miss You” campaigns

• Special birthday or anniversary discounts

• Simple reminders that you’re still here and still helping

Don’t worry about “bothering” them—if you’re adding value and showing up with relevance, your messages are welcome.

2. Your Prospects

This is your house list. These are the folks who clicked, called, filled out a form, maybe even came close to buying—but didn’t quite cross the finish line.

And here’s the truth: they’re still interested. They just need a little more convincing, a little more trust-building, or maybe the timing just wasn’t right the first time around.

This group is gold when it comes to conversions—because they already know who you are.

The secret here? Keep showing up. A smart follow-up campaign that hits this audience 6–10 times can turn “maybe later” into “sign me up.”

Think:

• Limited-time offers

• Success stories or testimonials

• Product spotlights

• Time-sensitive bonuses

Your job is to help them say yes—by staying present.

3. Your “Suspects”

Okay, the name sounds a bit dramatic, but “suspects” are just people you suspect would be a good fit for your product or service. They haven’t reached out. They haven’t heard of you. Yet.

And that’s exactly the problem—they don’t know you exist.

This is where targeted direct mail shines. A well-designed marketing campaign can introduce your business in a way that’s memorable and appealing. And it doesn’t have to be complicated:

• Get a list of your ideal customers

• Send them a compelling offer

• Follow up. Again. And again.

The key is to not quit too soon. Just like that persistent kid in the grocery store, you have to keep showing up (without being annoying).

Because remember: the magic happens on the 5th, 6th, 7th+ contact.

So What Does This Look Like in Real Life?

Let’s say you run a dental office.

You could send a “Welcome to Our Neighborhood” postcard to new residents (suspects). Follow that with a second mailer offering $50 off a first visit. Then send a testimonial letter from a happy patient. A couple of weeks later, follow up again with a time-limited bonus like free whitening.

Meanwhile, your current patients are getting monthly emails and a quarterly printed newsletter. You send birthday cards. You check in every six months like clockwork.

Now you’re not just visible, you’re memorable. You’ve gone from stranger to trusted name—and that’s where conversion happens.

Let’s Bring It Home

The next time you see a kid tugging on their parent’s sleeve in the checkout line, asking (for the third time) for a candy bar… don’t get annoyed. Get inspired.

That kid gets it.

Repetition = results.

The same is true for your business. Whether it’s direct mail, email, social, or any channel you’re using—consistency is what closes the sale.

And if you need help building a direct mail marketing campaign that actually works, that’s exactly what we do.

At Wilson Print Marketing, we help businesses of all sizes design smart, repeatable, high-response campaigns using:

• Full-color postcards

• Self-mailers

• Sales letters

• Personalized thank-you notes

• Check-style mailers

…and a whole lot more.

We’ll help you get noticed, stay top-of-mind, and follow up enough times to turn your audience into paying customers. Let’s get your message in front of the right people—and keep it there long enough to make sales happen.