My son is 15 months old and incredibly fickle.
When he was one, he was obsessed with In the Night Garden, but Makka Pakka and the Ninky Nonk were summarily forgotten the moment he discovered Paddington Bear. The same happened with bananas when we unintentionally left a bag of Skips within reach.
And it’s true of the books he likes, too. He’ll sit through a particular story twice or even three times before bed some nights; the next week that same literary tome will be callously discarded.
So, why do some books stand the test of time while others do not? And what does a 15-month-old’s reading material have to do with the written content you put out?
Here are five picture books and the lessons they can teach you today.
1. The Gruffalo and the power of telling stories
Julia Donaldson is synonymous with children’s literature, and adaptations of her books with Axel Scheffler have been gracing Christmas television schedules for well over a decade.
Arguably, her most famous story is The Gruffalo, in which a young mouse takes a stroll through a deep, dark wood. By using his imagination and storytelling abilities – along with a certain amount of cunning – the mouse outwits a fox, an owl, and a snake, before finally meeting his own fictional (and terrifying) creation.
In the world of The Gruffalo, imagination is power, and the same is true with your online content.
People buy people, and that means thinking about the human stories you have to tell and the best way to present them. You might do that through real-life case studies, client testimonial videos, or the social proof of online reviews.
Rather than telling clients about the great job you do, the above options all provide powerful stories that show them exactly who you are and what makes you tick.
2. Owl Babies and the reassurance of repetition
Many stories for younger readers are based on repetition (for good reason). Owl Babies by Martin Waddell – illustrated by Patrick Benson – is a particular favourite in our household.
When baby owls Sarah, Percy, and Bill wake one night to find their Owl Mother gone, they must band together and be brave as they wait hopefully for her return.
Repeated phrases crop up often, and even the structure of the conversations is repeated each time. Sarah aims for reassurance, Percy offers trepidation, and Bill can only repeat his trusted refrain, “I want my mummy!”
The repetition creates familiarity and reassurance. And that’s exactly what your clients are looking for you to provide.
Whether the repetition is the send date or publication cycle of the content you post, or the message itself, repetition is your friend. You know, for example, that the constant stream of Autumn Budget news is scary for your clients. So, reassure them. And then reassure them again.
3. Handa’s Surprise and the importance of saying something new
In Eileen Brown’s immensely popular Handa’s Surprise, a young girl hand-picks seven fruits before setting out for her friend Akeyo’s south-west Kenyan village. En route, the fruit – placed in a basket and balanced on her head – is snaffled by a variety of wild animals.
Just as it looks like Handa will be left empty-handed, a surprise arrives.
In terms of your content, you might use the lessons of this book to try something new. If you don’t know whether your readership will respond to a certain topic, ask them at annual reviews or via a social media poll, or simply write it and find out.
You might raise important new questions or appeal to a new audience, and you’ll only know the results of trying new things by trying them.
4. Goodnight Moon and why it pays to return to the classics
This perennial classic by Margaret Wise Brown was published in 1947 and achieved limited success in the author’s lifetime. It was deemed controversial for its lack of narrative and was even “banned” from the New York Public Library by that establishment’s children’s librarian.
Since then, its reputation has grown, and it’s now hailed as a classic, read at bedtime across the world some 78 years after publication.
Goodnight Moon represents the evergreen articles that your clients will always need. Topics like understanding your retirement options, how to manage a potential Inheritance Tax liability, or the importance of an up-to-date will can all be returned to again and again.
5. Sorry and the joy of giving something extra
Plenty of books for children go beyond mere words and pictures.
From the Spot books to more recent releases featuring mirrors, felt flaps, and varying textures – “That’s not my tractor, it’s too fluffy!” – there are plenty of ways to go the extra mile.
Sorry by Norbert Landa and Tim Warnes tells a classic story about learning to share and then adds a final surprise.
When Bear and Rabbit leave their Bear-Rabbit house and find a shiny thing in the grass, the ensuing argument breaks the shiny thing in two. Only through forgiveness can they put the shiny thing back together, creating a final double page in which the reader sees themselves reflected in the character’s newly mended friendship.
You have the opportunity to give your clients something extra through branded monthly guides featuring in-depth looks at important topics, by sending ad hoc content when markets crash, or offering Christmas best wishes. Be sure to take these opportunities.
Get in touch
At The Yardstick Agency, we might not be there to tuck you in with a bedtime story, but we can help you provide your clients with the reassurance and valuable lessons these stories offer.
Email hi@theyardstickagency.co.uk or call 0115 8965 300 to learn more.
