Whether or not you’re an animal person, you’ve probably seen studies touting the positive psychological benefits of pets. But, have you encountered many articles on the business lessons to be gained from our furry friends?
At any rate, I hope you’ll find these tips moderately useful, if not mildly entertaining.
If you work in a firm that doesn’t have a dedicated marketing department, you’ve likely wrestled with the decision of whether or not to hire outside help. And you’ve probably considered the usual pros and cons.
PROS
CONS
A Parable in Painting
Yesterday, driving to a client meeting, I saw a car in one of those promotional wrappers. This one caught my eye not only because of the bright red color, but also because it was advertising a home goods store where I used to shop.
The store in my hometown had closed, and I feared they had gone out of business. The cute red car let me know they were still selling their beautiful, affordable housewares.
Two minutes online, and I found out they have a new location 10 minutes away (although they’re relocating again).
As any marketer or sales pro know, good selling is all about the rationalization. We build up prospects’ emotions, touch them, lead them, and then we help them rationalize whipping out the credit card. The good news is that we, as human beings, rationalize often. To borrow from the film The Big Chill:
Michael: I don’t know anyone who could get through the day without two or three juicy rationalizations. They’re more important than sex.
Sam: Ah, come on. Nothing’s more important than sex.
Michael: Oh yeah? Ever gone a week without a rationalization?
And that’s where testimonials come in. We can make the prospect feel, we can make her want, but we cannot make her act–until she rationalizes the action.
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Evoking response is the primary duty of any marketing campaign. Generating more sales and revenue than the campaign cost to produce is the bottom line. Any good marketer knows that the first step is understanding the benefits of the product or service. Why should the customer care about what you’re saying? How can your widget make their lives better?
Advertising legend David Ogilvy realized that the best ads focused on one major benefit and included the others in subordinate roles. Stressing the strongest benefits creates the strongest possible response. But you can’t just say what the benefits are. You have to make them dramatic, so that they fling themselves at your prospect’s mind and stick there. You want to make them keep reading, call, click, whip out their credit cards.
A powerful way to do that is to turn your benefit into a promise.
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In this post, I’ll take a closer look at SEO and the process of optimizing websites for better placement within organic search results to improve website traffic.
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