Now, now, I’m not trying to be insulting. My cat probably knows more about marketing than I do, too.In fact, it’s obvious she is the master. I mean, what other creature would I allow to run between my legs, nearly tripping me, as I fumble my way toward the bathroom in the morning while trying to wake up from my still half asleep state?
Not only that, but instead of kicking the cat across the room when she does this, I go out of my way not to hurt her, and then I feed her and pet her!
Now that, my friends is marketing!
Running between my legs, nearly tripping me, is simply her way of achieving the first goal every marketer must achieve. She’s getting my ATTENTION.
However, she doesn’t stop there. Before I can even finish saying, “You stupid cat!”, she’s already rubbing up against my leg and turning the purr box on. In other words, she immediately seeks to provide the second thing all marketers need to provide. She’s answering WHAT’S IN IT FOR ME?
Cats are good at this part, trust me. That purr box can be an absolutely irresistible way of letting me know that her love and attention is the BENEFIT I will receive from her.
At first, that’s her main focus, just as it should be with any good marketing campaign or sales copy.
From there, she lets me reach down and pet her soft fur just a bit, so I’ll CONNECT EMOTIONALLY with her. After a moment, however, she starts to lead me where she wants to go, toward the food dish.
While I understand that’s what she is doing, that irresistible purr box is still humming, and her soft ‘meows’, and pretty green turned up eyes continue to SUMMARIZE what I’ll get out of keeping her alive.
So, dutifully I head over to the cat food supply to retrieve her breakfast. All the while, she FOLLOWS UP with me by continuing her sweet ‘meows’ and low purring.
On the way back to her food dish with her morning meal, I pass by her kitty litter box and I’m reminded there is an extra BONUS associated with feeding a cat. She cleans up after herself.
Soon, she’s happily purring away while eating her breakfast and I leave to go about my morning routine. After a while, however, she performs some CUSTOMER SERVICE by jumping up on my lap and allowing me to pet her again. In this way, she is following up AFTER THE SALE.
Ok, granted, the cat may not have the slightest idea what she is doing in terms of marketing, but you can’t tell me she doesn’t know how to get what she wants?
Unfortunately, however, we have another cat who’s not so subtle in his approach. When he runs between my legs, I usually end up booting him high up in the air or picking him up and throwing him outside.
Why? Because he overdoes it! He HAS tripped me! He’s jumped on my face while I was laying on the couch. He even attacked my foot one night, with fully extended claws I might add, just because he saw it moving!
That’s not good marketing. Sure, grab people’s attention, but not at the expense of angering or hurting them.
So, take your lesson from the smart cat:
1. Get people’s Attention.
2. Let them know What’s In It For Them.
3. Relate the Benefits of having your product.
4. Seek an Emotional Connection.
5. Summarize the benefits so they imprint on people’s minds.
6. Follow up with potential customers.
7. Offer bonuses.
8. Focus on good Customer Service.
9. And Follow Up After The Sale to encourage repeat business.
However, just remember one thing. Running between people’s legs may work for cats, but I don’t suggest you try it. Purring might make you look a bit foolish, too. So, perhaps you’d better come up with your own approach, one that will stand out and…
10. Be Unique.
(I highly recommend leaving the use of a litter box to the cats as well!)
LuAnn Elliott is the publisher of Web Success —
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