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Dear Tom,
This legend started with one of Santa's doubles---a jolly old "elf" who, at the ripe old age of 90 still had a twinkle in his eye that delighted hundreds, maybe thousands of children who sat on "Santa's" knee and shared their wish lists with him every Christmas season in the Rainbow Centre--a shopping mall in Niagara Falls, New York.

Each child, including my son at the age of two would shyly share the itemized list with "Santa", who would then ask each of them how deserving they thought they were. Satisfied with their behavioral justification, he would reach into his fluffy red coat pocket, and pull out a small brown envelope. As each child watched, "Santa" would open the flap, and pour something from the envelope into the palm of his hand. It was kind of glittery, and for good reason.

Every child heard the same explanation--that because they had been good that year (and supposedly not all children had), they were going to get this special envelope of "Magic Dust" to take home with them. Instruction for its' purpose and use were very explicit: "You'll want to sprinkle this on the sidewalk just in front of your house,"

Santa explained, "As I pass overhead, the moon will reflect off the magic dust, and I'll know you've been good. The magic dust will help the reindeer lead old Santa Clause right to your house!" With a commitment to this, he would return the Magic Dust into the envelope, lick the flap and seal it. He then placed it into the little hands of the awestricken child, who was encouraged to take extremely good care of the envelope and put it in a safe place until Christmas Eve.

The effect of the Magic Dust has been dramatic during Christmas with my children. Every year, glitter is an important item on the Christmas shopping list. Each Christmas eve after Luke's account of the birth of Jesus is shared from the bible, the stockings are hung, the cookies are in place for Santa, and the pistachios (for Rudolph!) are placed in a bowl, the last remaining stop on the way to bed is a quick step outside.

Making sure to be well out from under any shadows the front porch might create, the Magic Dust is scattered across the sidewalk to signal the home of another GOOD little boy of girl not to be forgotten in Santa's miraculous flight across the moonlit sky.

Amazing things can be seen in the magic dust. One Christmas morning, we were positive that the pattern in the Magic Dust came from the sole of one of Santa's boots. Another year we saw Rudolph's hoof-print (right nearby were the empty pistachio shells)---Santa must have fed Rudolph right there on the sidewalk last night! The amazement in those little eyes at the moment of discovery was priceless!

This Christmas eve, my daughter will carry on the tradition that has now been enjoyed by my children for each Christmases since 1985-- It has become a treasured tradition, all because we learned about the legend of the Magic Dust from Santa so long ago in Niagara Falls, New York.

Is the legend of the Magic Dust fact or fiction? It would appear it's only fiction if you don't believe in Santa Claus, .......but absolute fact for those of us who still do!

D. Wendal

 

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Tom Shay
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SEPTEMBER 2026
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Our September advisory is titled, "What do you sell?" My favorite example of someone getting it wrong has an email that starts with, "Sallysellsinsurance@."

 

Yes, that may be the product that Sally sells, but what she is really selling is peace of mind in knowing that if something happens, you are not going to pay the entire cost of the loss.

 

This is but one example. Our September advisory - What do you sell?

Small Business

NewS

Top Story

Yes, selling does include translating features into benefits. But it does not stop there. What if the benefit is not relevant to the customer? Then, there might not be a sale. This is where advantage comes into consideration, and that is our top story of the month.

Article of the Month

When you think about a customer who makes a point to talk to you and your staff, have you ever thought about getting them to talk about your business with their friends? The September Article of the Month shares an idea.


Book of the Month

The Art of the Exit is our suggested book of the month. The author, Jackb Orosz, discusses ways of getting out of your business whether it is retiring or just time to move onto something else.

All this plus the Internet Tool for Your Business and a staff incentive idea for your business.

BOOK US

With over 25 years of frontline experience Tom Shay is America's leading Small Business Management Expert. He's a "Must Have" for your next event.

Small Business

Advisories

Our September advisory is titled, "What do you sell?" My favorite example of someone getting it wrong has an email that starts with, "Sallysellsinsurance@."

 

Yes, that may be the product that Sally sells, but what she is really selling is peace of mind in knowing that if something happens, you are not going to pay the entire cost of the loss.

 

This is but one example. Our September advisory - What do you sell?

Small Business

News

 

Top Story

Yes, selling does include translating features into benefits. But it does not stop there. What if the benefit is not relevant to the customer? Then, there might not be a sale. This is where advantage comes into consideration, and that is our top story of the month.


Article of the Month

When you think about a customer who makes a point to talk to you and your staff, have you ever thought about getting them to talk about your business with their friends? The September Article of the Month shares an idea.


Book of the Month

The Art of the Exit is our suggested book of the month. The author, Jackb Orosz, discusses ways of getting out of your business whether it is retiring or just time to move onto something else.

 

All this plus the Internet Tool for Your Business and a staff incentive idea for your business.