Headlines must make a promise so the reader wants to read your email, web page or blog. The content should fulfill that promise. Your product or service must be true to the content.
If your marketing isn’t true to your company’s values, your customers will distrust your products. There are many choices for every product and service. It’s important to communicate honestly with every marketing message.
Persuasive content can get the customer to buy – the first time. When the first sale is also the last, your customer acquisition costs skyrocket.
Marketing works best when the customer is so happy, she can’t wait to tell her friends about your company.
Sometimes substitutions work just fine. Other times your customers won’t accept a change – even if You think the product is improved.
Horses are large animals. The lessons they teach are larger than we expect.
My horse, Opie, is lazy. Circling on a long line is one of his least favorite things to do. He finds no value in seeing the same scenery over and over again. There are training benefits to having a horse circle. He should not change direction or gait or speed unless asked to. My horse needed something to motivate him to follow my cues.
Opie will work for food. I keep the sessions short and reward the slightest try. I use treats to motivate him to move. He is Insulin Resistant, so he can’t have sweet conventional horse treats. I found that he likes the superfood, spirulina, so I use them as treats.
The only problem was that the soft wafers were messy – and expensive. I found a spirulina tablet that didn’t rub off on my hands. It cost less, too.
I asked Opie to move off to my left. He trotted off nicely and watched me to bring him in. I cued him to come to me. He trotted right to me. As usual, I placed the new spirulina tablet in his mouth. The new taste was not agreeable. He raised his upper lip in disbelief.
I asked him for a right circle. He complied but with a snotty shake of his head. After two rounds I asked him in and rewarded him with the new treat. Again, he raised his lip in disgust.
I backed him to the end of the rope and asked for a circle to the left. He would have none of it. He bucked and reared, but wouldn’t move forward. When I asked again, he stood on his hind legs and walked toward me. I knew this couldn’t continue successfully. I stopped the session and found some treats he liked. I restored his faith in me as a partner.
Be careful with your marketing. Build trust and keep it. Continue to provide the best products and service possible. Your customers won’t be threatening to bash your head in with their hooves – or quietly buying from another company.