I was taking a morning walk around the marina in New Bern the other day. Lots of folks were out for their morning coffee. There were joggers, walkers, talkers... It was a busy, summer morning and I encountered what seemed like an unusual number of attractive ladies. As they approached, each one broke into a huge smile, slowed down and said "good morning", "so cute", "awwww". And not a single one was looking at my eyes. No, they were looking at Poppi, my daughter's six year old YorkiePoo. Or maybe she's a Pookie since she is more poodle than yorkie.
To be fair, Poppi is extremely cute and she has never met a stranger. Never. And she still acts like she's three months old. But seriously, am I invisible? Shouldn't I get a nod or something?
The answer, of course, is no.
People like what they like and ladies like cute little dogs way more than they like the cute little dog walkers. (That is, walkers of cute dogs.)
What's in your marketing?
Too much of today's marketing ignores this fundamental fact. People want what they want, even if they don't know what they want. Too much of today's marketing simply says "look at me, look at me" instead of just being so doggone irresistible that the buyer can't help but look. Now, it's not easy to be irresistible (unless your name is Poppi). It takes hard work to create an offering that cuts through the clutter and strikes a chord with the buyer. It takes effort to craft a message that speaks to the issues that the customer cares most about.
It's not easy to solve your customer's problems in a unique, creative way. But, I can tell you this: It's worth the effort. Better margins, better sales, more loyalty, and less competition.
Take the time, do it right and it's like walking around with a cute dog on a leash…only better.
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