Value is Determined by the Other Party: A Story of Learning Marketing from My High School Son
Recently, my son has started spending a lot of money on beauty.
Things like skincare, nice clothes, and accessories.
Is it normal for boys to care about beauty these days?
You should think about how you spend your money. Are you even getting enough allowance?
I'm earning money on Coconala. I'm fine.
...Wait, Coconala?
That Coconala where you sell skills or draw illustrations?
I'm offering life counseling.
Huh?
Wait a minute, you're the one being consulted, not the one doing the consulting??
Yeah, I'm providing the service.
Are you serious?! (Surprised)
However, my son aims to be a counselor in the future.
Thinking about it that way, maybe it's not entirely off the mark.
Actually, is it the right path?
It started with voice streaming on TikTok, apparently.
As he answered comments from listeners one by one,
I thought, 'Hey, could this actually make money?'
No, that's too casual (laughs).
But this is where the real story begins.
I thought he started it on a whim, but the more I heard about it,
“Aren't you better at marketing than I am?”
How to build trust with others
Ingenuity in pricing
How to present yourself to be known
No matter which one you look at, there were many ingenious ideas and perspectives that were impressive, even to a parent.
This time, I would like to write a bit seriously, from a doting parent's perspective, about my son's small 'business'.
It is a story that made me think, both as a writer and as a parent.
The one who determines value is the 'other party'
When I asked my son, 'How do you set your prices?', he gave me another unexpected answer.
“I let the other person decide.”
Huh? ...Is that okay? I thought for a moment.
But my son said it nonchalantly.
“I have a minimum price, so I set that. There are people who paid 700 yen last month but 500 yen this month. But if they come back again, they might pay 1000 yen next time.
‘My value is determined by the other party’
is the stance I operate with.”
He doesn't mind if the price is lowered. As long as it leads to the next time. I thought this flexibility was amazing.
He doesn't pretend to know things
Being consulted naturally comes with pressure. Like, 'What if I give the wrong answer?' or 'Do I have anything to offer?'
But my son doesn't“pretend to know.”
“If something comes up that I don't know, I Google it on the spot and confirm it before answering. Because I don't pretend to know, people say they can trust me.”
"Why doesn't everyone just look it up?"
This attitude of my son's seems to create a sense of security, and apparently, he even has a few repeat clients.
Admitting you don't know what you don't know.
And then, actually looking it up yourself.
I think that applies to every kind of work.
The attitude of honestly admitting when you don't know something and "looking it up to verify it yourself."
My son was doing that naturally.
From here on, I will delve into the core of my son's style of "effective communication" and the "laws of turning people into fans," which almost made me, a professional writer, start taking notes.
Honestly, the part that hit me the hardest as a writer was what comes next... (laughs).
His way of showing his track record was strategic.
When I asked, "How did you get more people to consult with you?" he said,
"I happened to connect with a working professional (in education) who likes kids, so
"I wrote 'I also have experience consulting for working professionals'"
in my profile."
...Self-branding skills, how terrifying.
Furthermore, he seems to have thought about how to announce it when his consultation slots start filling up.
"If you write 'I've added more slots,' many people actually find it harder to sign up.
So I write 'A spot has opened up.'
People think, 'Oh, in that case,' and come to me."
Lowering the barrier for others with just a single sentence—I think he has more marketing sense than his parent.
The reason "audio reaches people better"
Here, I couldn't help but say,
"Why don't you try putting out content in writing, too?"
"No, people who are mentally struggling find it exhausting to follow text.
That's why audio is better.
Besides, there are writers who force their 'own opinions' on people, right?"
That is strictly my son's opinion.
Of course, I don't have anyone like that around me, but for a moment, it stung.
Certainly, information received through the ears feels gentler to those whose hearts are weak or who are a bit tired.
Even if you don't intend to force it on others, there are times when it might look that way in writing.
The reader is being left behind
I thought to myself that I need to be careful about this.
The "60% Positive, 40% Negative" balance
If you're going to write, I think a balance of 60% positive and 40% negative is good.
Honestly, it's exhausting to read something that's entirely positive.
It's more relatable if you include things like failures.
For the reader, empathy is what's important. In the end.
He understands the "reader's perspective" better than I do.
I felt a complex mix of emotions—partly frustrated, and partly grateful.
Look at the "breakdown" of numbers, not just the "total"
There are a lot of people who say, 'My followers increased!'
But you shouldn't just look at the total.
5 people from article A, 5 people from article B...
It's more powerful to properly look at where they came from. That's why I periodically repost old articles.
Kamen Rider always starts with a 'recap of the previous episode,' right? It's the same as that.
Indeed.
Looking at the "flow" rather than the total might be the core of communication.
If you know "which article resonated," your way of conveying things won't waver.
I nodded repeatedly at my son's words.
(I was practically about to take notes (lol))
My son might have more room for growth than I do
Even though it seemed like he started it on a whim,
there is actually a proper meaning behind every single thing.
While staying close to the other person, he is also building the "ability to earn."
That was his own serious approach.
What looked like a small consulting service actually contained "building trust," "ingenuity in how to convey things," and above all, "how to present oneself."
Before I knew it, I was learning from him not just as a parent, but as a writer.
"This is my basic philosophy. If you don't understand, ask me anytime.
If it's me, I'll answer for free."
Someone, please teach him real marketing.
He probably has more potential than his parents.
P.S.:
To those of you who imagined a fresh, handsome guy based on the title image.
My son is far from being a fresh guy.
I'm just being a protective parent there (lol).
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