iStock_000002097724XSmallMy mom. Your mom. All of our moms.

I bet you love yours as much as I love mine. Even though she passed away many years ago, she is an active voice in my head, and ever present in my heart.

Most of us love our moms hard, despite the occasional conflict—as is the human condition. All this love (and the conflict, too) makes for moms being top of mind much of the time.

That’s why Hallmark, or whomever it was, knew what they were doing when they built a commercial empire around our mom love with Mother’s Day. They took something so super-strongly ingrained in most of us, and connected it to the purchase of cards, flowers and chocolates in a heart-shaped box. I think you see what I mean.

Here’s the thing—your organization should do the same. Not with flowers, cards or chocolates, or even breakfast in bed. But with references to our mothers. Here’s why:

  • Every single person you’re communicating with has or had a mother—there are few bonds so universally held
  • The mother feel or image—despite any active conflicts—is emotional, and in most cases will be a short cut to your prospect’s or supporter’s heart.
  • Getting to her heart, opens the door to her head (decision maker on her next action). Bingo!

Relevances rules! For messages built around moms, dads, cats, kids. Know it, and put it to work.