Archive for September, 2011

Change it up - A lesson from our cat Calvin

Tuesday, September 20th, 2011 | Marketing Strategies, Trust Marketing with No Comments »

Do your clients get bored with what you offer? Our kitty has taught me this very important marketing principle.  Calvin is our rambunctious, playful, fun, energetic and big lovable (13 pound) kitty.  His nickname is Mr. Mischief for a reason.  He gets bored easily so we have to keep him entertained by playing with him.  If he gets too bored, he starts to look at Hobbes as a new toy to play with and she’s not usually up for play more than once a day, whereas he is up for it several times a day.  In order to keep the peace, we spend time playing with Calvin every day.

His favorite toys are these squishy foam golf balls that bounce.  We call them bouncy balls.  He absolutely loves these toys.  He creates his own games with them and we never know what the game is until half way through play time.  Sometimes, he’s playing catch, sometimes he chases them and then other times he’d rather hunt.  We give him the choice and just go with it.

However, there are times when the bouncy ball just isn’t the toy of the day.  It’s pretty easy to tell when Calvin doesn’t want to play with something.  He just sits there and does nothing.  So, we have to change it up and try new toys.  He loves his bouncy balls, but sometimes he just needs something new.

Say the same message over and over and clients get to know what you do.  However, if you become too repetitive, they are going to just skip on by and look for something new. So, make sure you change up your marketing.  Say something new, create something new, or offer something new.

Take a look at your marketing.

Are you using the same exact copy when you re-launch a product or program?

Are you repeatedly using the same questions to get people engaged in your marketing?

Are you using the same 30 second speech every week at your networking group?

Get creative!  Find multiple things you speak about and keep changing it up.  As long as you always make a connection back to your main marketing message, you can keep it interesting.

Don’t let potential clients get complacent.  Keep changing it up to get their attention in the midst of all the consistency. Consistency builds trust and a little something different every now and then keeps the attention.

I know I’ve learned a lot from my lovable kitties.  I hope they have taught you something as well.  What are you going to change?  Leave a comment and share it.

PS - I’ve written two previous articles about what I’ve learned from my cats in the way of marketing.  You can read them at:

A Little Tough Love Can Go A Long Way - A lesson from our cat Hobbes

Tuesday, September 6th, 2011 | Trust Marketing with 1 Comment

Meet Hobbes!  Our little female kitty that Hubby and I find hugely adorable.  We rescued her from the scary outside world when she was 4 months old.  And yes, we know the comic strip characters are a boy and a male tiger, but in this case our Hobbes is a girl.  She’s now 5 years old, hugely skittish around strangers but loves attention and is very vocal.  She has the cutest kitten meow you’ve ever heard…it makes me melt.

Hubby has yet to get our little Hobbes to allow him to hold her.  It took a year to get her to start to trust me.  I would sit her on my lap or hold her for short periods of time (a few seconds).  She would really enjoy it at first but then realize it was a human doing it and run away.  I could tell that she really was an affectionate cat and wanted lots of love, but just wouldn’t allow the humans to provide it.  So, I kept increasing the time.  I’d make her sit a few seconds more every time I petted her.  After about 2 years, she finally admitted that she enjoys sitting in my lap.  She’ll jump up in my lap any time I’m sitting on the couch now.  She also occasionally likes me to hold her, but it has to be in the only position SHE likes.  Typical cat thing.

Just like Hobbes, clients need you to force them to see something they didn’t know they wanted.

Your clients know some things when they come to you.  They know they need to change something.  They know that something isn’t working.  They know they want to do something about it and they know there is someone out there who can help them.  They are just trying to figure out if you are that person.

I’m sure you’ve noticed your clients typically end up finding deeper problems than the ones they came to you for.  I’m guessing there are a whole host of contributing factors to the reason they need your help.  I’m also pretty sure there are some things they need to wake up to in order to successfully solve those problems.  This is where the juice is.  You can help them start waking up before they even start working with you.  You can’t just “tell” them what they need to know, but you can start eluding to how things are showing up for them and what might be contributing.

For example, let’s say you work with women who struggle to attract the man of their dreams.  If your clientele isn’t very enlightened, then you can’t just tell them that they have to work on themselves first in order to get what they want.  Instead, write articles about the problems that are showing up for them.  Then at the end you can show what specific inner mindset could be getting in their way.  Then they can come to you for help busting through that mindset.

The client has to FIRST see that you get where they are and know the problems they are experiencing.  Then they need the solution.  You already know that you need to offer the solution, but are you really helping them dig in and wake up?  Are you challenging them to own their role in the process?

Be strong, be tough and stand for what you know they want.  Start as early as you can in your marketing.  Give the cold hard truth in your articles, blogs, newsletter etc… Help them admit to themselves what they’ve been thinking all along. If you challenge your potential clients they will start to see what they need to do and start to own their power to change it.  Wouldn’t that make for an awesome client?  Not only that, they are going to want to hire you faster, because they know you “get it”.

How are you going to challenge your potential clients? Share your thoughts in a comment.

PS - Did you read my intro. article about what my cats have taught me about marketing?  Check it out in the Coaches’ Marketing Source Newsletter.  In my next post, I share what Calvin has taught me about getting bored.