The New Language of Effective Pet Care Marketing
The Secret That We All Forgot
Marketing is about building an incremental, long term relationship that lasts. We all know this. So why do most facilities have a giant sign in their window (or on their website) that says “prostitutes wanted”? That’s right. They do. They don’t realize they are asking for “instant sex.” They don’t realize that customers are tired of being treated like…well…a prostitute. When facilities are all about MONEY, then marketing becomes all about sex with no relationship…customer prostitution. Not convinced…keep reading.
The reason most marketing fails is because it demands a level of relationship instantly that is only properly created over time. This is the secret we all forgot…how to ask a date out for the prom…remember?
Judge a man by his questions, rather than by his answers. – Voltaire.
How the F-bomb Solves Everything
Think of it like a high school Junior…in this case a boy. He sees a girl and decides he’s interested. She’s pretty and smart. So his plan is to walk right up to her, plant a huge kiss on her and demand that she go to the prom with him. Right?
You tell me. What happens next? Well in his fantasy world she swoons and all is great. But in reality she smacks him and is furious, humiliated and his chances with her or any other girl who saw it, go to zero. “Like…FOREVER!”
Are you getting the picture here? Most marketing fails because it’s just like this hormone filled teen. What he needed to do and what you must do is start dropping the F-bomb. Then you’ll get results.
Time For the F Bomb!
Why the “Feminine” is the Key to Marketing
To cultivate feelings of trust, a path of relationship building must be consistently followed. That’s right the F is for feelings. You have to learn how to cultivate genuine relationship. You can’t do this until you understand the proper sequence…whether you are a man or a woman, you have to see the relationship in it’s proper perspective. But like hormones, when the focus is MONEY, you’re likely to go blind and start smooching everything that moves. This leads to customers who think of you as a discount “pimp” and leave at the first offer of something cheaper down the road. Yuck!
She’s Serious About the Logic of Relationships
The feminine, in a general sense, epitomizes the right brain essentials that go missing from traditional “ad speak” marketing in the pet care industry. Now I don’t mean that men can’t be right brained, they can. But a funny thing happens to female facility owners, too. They can be just as “money” driven in marketing as that high school boy was in his pursuit of a sweetheart.
So why do we all fail like this when it comes to marketing? Why do most “marketing gurus” fail too???
It’s because the path to success is a path, not a single step. It’s a process. And whether you are male or female, you must become more conscious of the specific process your market needs than you are today…if you want your marketing to start working.
In today’s “ad speak” the language tends to be all about us – “We’re the best” “Proven results” “Solve all problems” “We’re great!” It’s all about you and your facility. It needs to be about your market and what they truly need. Are you starting to see why you might get slapped or dumped?
In marketing, we must deeply connect to the people we are speaking with. In order to connect we must read their face, see their heart, empathize and truly understand where they are coming from and where they want to go. And we must shut up about ME!
This is so obvious in the prom scene but would you believe it is exactly the same in pet care marketing? People are people and they all follow the same path to genuine relationship. If your marketing follows the correct path, you will win while other facility owners blame the economy, blame the customers, blame everyone but themselves.
Consistency Makes a Huge Splash
What is the Path???? Well there’s two aspects – one internal and the other external. Here’s the internal path: Honor, Security, My Risk, Your Risk, Trust, Result. Think about it. If someone walks up to you at the mall and says, “Hey! Want to buy this phone?” The chances of you saying “Yes” are nearly ZERO. But what if they follow the path?
You walk up to their booth and ask about the new phone. They are well dressed. They speak clearly and articulately. They look you in the eyes and say “yes sir,” “yes ma’am”. They ask you intelligent questions and not in rapid fire sequence. They listen. They tell you what most cell phone sales people don’t and they admit that this is a stigma to be overcome. You ask about a feature and they freely admit their phone doesn’t do that well. But they also show you several things that may be important to you.
Can you see the path? The give and take? The honor, the security? If we were to play this out fully, we’d demonstrate how the facility must take the FIRST risk and keep doing so until you feel secure enough to take a risk. When that is accomplished, you’ve built enough trust to ask for their business.
Let Me Break it Down For You Like a Fraction
All authentic, not money hungry, marketing is about building genuine relationships. Every time you communicate, you must realize you are making a promise. If you keep those promises, the relationship grows. If not, it dies. The great thing is that research shows that building a relationship has a universal pattern or path. If you follow it, you WILL have great relationships.
Staff training, certification, and incentive systems – MasterPlan Pet Care University
Make sure your team does the right things, the right way, at the right time all the time – and reward them with performance based pay. Systemization meets heart and soul!
Pet Care Certification and Accreditation
The University is built on industry leading best practices with over 120 courses (Level 1 – Level 2 – Expert) in 5 certificate categories. Put together by educators, facility owners, veterinarians, and PhD’s.
Continuous improvement and accountability come together to help your facility reach FULL POTENTIAL. The combination of learning and doing gives you a business that runs itself.