I was watching a video about dog training the other day. Don't ask me why; I don't have a dog, and I'm not planning on getting one. Anyway, I was fascinated by how different one breed can be from another when it comes to training. Some dogs, it seems, cannot wait to learn new tricks and display their knowledge at every opportunity, while others tend to do whatever they want at any given moment.
What causes some dogs to lag behind in their training? Well, some of them may see training as a struggle for dominance in the human-dog relationship, while others are just stubborn by nature. Then there's the possibility that some animals just aren't quite as smart or attentive as others. In fact, the video noted that one particular breed or other can require 50 or more repetitions before the command sinks in.
Anyone in sales can sympathize with this situation -- and let's face it, if you're in business at all, you're in sales to some extent. The Online Marketing Institute notes that humans typically require 7 to 13 "touches" before they actually buy a product or service. The number of touches required depends in part on the quality of the marketing content used in those touches. This content may include your website or landing pages, a targeted email campaign, ongoing blog articles that continue to answer questions and inspire interest, and/or print marketing pieces that compel action.
These sales tools can drive business in different ways. But just as Rover probably won't sit the first time you ask him to, you can't expect your marketing content or sales tools to create loyal customers overnight. You have to keep reinforcing the information, coming at your potential customer from several different directions, until your message sinks in.
That's why businesses maintain regular social media presences on Twitter, LinkedIn, Facebook etc. It's also why they blog regularly. These actions offer simple, trackable methods for building followings, enhancing (or repairing) reputations, and making multiple impacts until readers either become buyers or share your message with other prospective buyers.
Of course, you can't just keep regurgitating the same material over and over; rote repetition may work on pets, but humans tend to see through it and will eventually tune you out. Yes, you do need to repeat and reinforce your message, but you need to go about it creatively. A varied mix of closely-related messages will support your brand, keep readers reading (and thinking), and maintain interest in what you've got to sell.
So go forth and train your target market, enlisting any creative assistance you may need to help you achieve your goals. Just remember to swap out the doggie treats for more meaningful rewards -- unless, of course, you're marketing directly to dogs.
