Young Entrepreneurs…How To Lay The Foundation Today For Your Children’s Business Success Tomorrow…

By: Darcy Juarez on: December 18th, 2012 2 Comments

One of my goals for 2013 is to see more people learn what direct response marketing is and how to get results with it.

And while there are a whole lot of people that don’t know about it yet, one change I’d love to see is in teaching people about it at a younger age.

This year, “Take our Daughters and Sons to Work Day” program will be celebrated Thursday, April 25, 2013.

The day was originally started as the “Take Our Daughters to Work” program in 1993, but was extended to include boys in 2003.

The idea is to give children an opportunity to explore careers at an early age.

More intriguing to me is the idea of teaching young people what they aren’t learning in school about running a successful business.

At GKIC, VP of Business Development, Aaron Halderman, has four daughters. He is teaching his four daughters about how to run a successful business and even helping them to start their own business.

Last year at SuperConference (he’s also scheduled for 2013) you heard from former CEO of Guerilla Marketing and Founder of Icon Builder David Fagan, on how he helped his daughter, Jordan start a business when she was 12 years old.  She has also co-authored a book, “How to Make it Big by 17.”

Recently I heard from another GKIC member who said her 16 and 20-year-old nieces, after she told them about Dan Kennedy and what he does, have asked for some of his books  for Christmas. The 20 year old, despite being a graphic arts major and learning marketing at a prestigious college had never heard of direct response marketing.

A couple of weeks ago, Forbes Magazine ran an article on the CEO of Ann Taylor and founder of billion dollar women’s clothing retailer LOFT, Kay Krill.

One of the things Krill discussed was an initiative Ann Taylor is doing called ANNpower Vital Voices Initiative which gives grants and mentoring to high-school girls. The company is investing $1.3 million in the program to develop young women.

Krill said the initiative honors 50 girls each year who help their community be better. They also provide leadership training, grants and mentoring to high school girls. As one of the few women to achieve high level leadership status (less than 4% of CEO’s are women and only 15% are board members,) Krill said she doesn’t believe girls get enough leadership training.

She also believes that women have a hard time figuring out how to have a family and a career at the same time. Krill said she was mentored by Shelly Lazarus, former CEO of Ogilvy & Mather and currently serving as chairman emeritus, who is a mother of four children. She said Lazarus helped her figure out how to juggle both family and career.

Krill’s secret to doing both?

She said Lazarus told her you have to “jettison the people and things out of your life that don’t matter, and focus on what’s meaningful to you.”  Krill says that “Nobody can have it all! Men or women. But you can have what you want if you focus on it and figure it out.”

I want to say that while I’m talking about women here, this applies to men too. Men also have to balance family and careers. Boys also have to learn about direct response marketing and how to run a successful business. Just like women, when you focus on your development and ambition and look to mentors  who have reached the success you desire, you can figure it out and accomplish whatever you want too.

The other thing I want to mention to the men is that the women in your life need your support —whether it’s your wife or your daughter—or whether you are a peer or mentor to women. You play a significant role in their development (and vice-versa, of course.)

I’d like to hear from our GKIC members—what are you doing to mentor your sons, daughters and young people on running a successful business? What do you think young people need to learn more of in order to rise to the top down the road in their careers and businesses? Post your comments in the comment section below.

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    Darcy Juarez has created marketing systems in the direct response and information marketing world that have gained national attention. As the Director of Marketing for GKIC , Darcy has taught thousands of business owners her step-by-step strategies for creating their own success and obtaining more time and more profits. For more money-making marketing tips, tactics and strategies, go to

    2 Responses

    1. Grant Pasay says:

      Our daughter is only seven years old, but my wife and I are always talking about GKIC marketing strategies around her and how the companies we interact with are either doing marketing well or not.

      She’s not only listening but is also learning. She’s already taken a lot of the direct marketing strategies we’re constantly talking about and has implemented them herself (if only directed at myself and my wife at this point).

      She created her own exclusive membership club (“Animals Animals Everywhere”); created membership cards for us; punch cards for attending her animal shows; bonus rewards when we attend a certain number of shows; ‘direct mail’ follow up postcards expressing appreciation for us being members; ‘direct mail’ invitations to exclusive member-only events; etc. (NOTE: she doesn’t actually mail the DM pieces, but she does put them in personally addressed envelopes and ‘delivers’ them to our respective work desks.)

      Our approach is that a child is never too young to learn these things. You just have to think about how you can explain the concepts and strategies in a way that they’ll understand. Fortunately, marketing is actually easy for a child to understand.

      For example, if you say, “Now, see how that saleslady in the store responded when I asked if they could do X? What she said was correct, but it made me feel like I was bothering her. That’s what you call poor customer service. When you have a business, you can’t talk to customers that way and still expect them to come back to you for more. Instead, she could have said Y. Better yet, she could have said Z. Of course, she doesn’t own the business, so it would be up to you as a business owner to teach her to say Y or Z…and then to make sure she actually does say Y or Z instead of X.”

      That’s simple enough to understand, though even most adult business owners don’t do it. Either they don’t know it or they think they don’t have to do it. But our daughter will grow up knowing it, knowing she has to do it, and having a tremendous unfair advantage built into her default way of thinking. Now that’s what I call creating a legacy!

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