The tantrums, the thrown food, the tears, and shouting . . . running an advertising creative department really is the ideal preparation for being a stay-at-home dad. Some time back, I swapped my job as a creative director to spend a couple of years looking after the kids. To my surprise, it actually boosted my career. By freelancing in the evenings and during my children’s afternoon naps, I actually won more creative awards than in any other two-year period of my life. Kids are a tough crowd; they raised my game. Here are some of the things that mine taught me about marketing.
1. EMOTIONAL BENEFITS SELL BETTER THAN RATIONAL ONES
“I bought some ravioli for dinner tonight--you’ll all love it!” called my optimistic wife as she left for work. I opened the fridge and stared at the little plump parcels full of . . . spinach. There would be tears before bedtime. Possibly mine. “Eat spinach because it’s good for you” doesn’t cut it with small kids, or many consumers for that matter. This needed a higher order benefit: What’s the emotional buzz you get from ravioli?...