Why your dog matters to your marketing
Brock Foreman | September 3rd, 2009 - 8:43 am
My dog, Sailor, is a four-year-old Portuguese Water Dog (A.K.A. "PR Hound.") He spends most of the day sleeping under my desk as I tap away on my computer.
Yesterday, during our very first meeting, my new client asked me what kind of dog I had.
”How do you know I have a dog?” I asked.
My client referred to a post on my Web site that briefly mentions I enjoy walking my dog on the beach in the mornings. (People actually read what I write!)
It turns out my client has a poodle, a breed that shares many characteristics with my non-shedding, wildly energetic Portuguese Water Dog. (Yes, I know Obama has one.) We spent the next few minutes sharing dog stories before our conversation circled back to our marketing plan.
Did my client hire me because I’m a dog owner? No. My fondness for dog walking has little to do with the public relations services I offer. However, my client did take note of it, and talking about our dogs helped us build a rapport–a canine camaraderie, if you will. Mentioning my dog on my Web site, in its own small way, helped build my relationship with my client.
Even if you’re not a dog person, everyone has a hobby or personal interests apart from their business. Write about it on your Web site. Sprinkle these factoids throughout your marketing communications. Clients and customers are not just interested in what your company does; they care about who you are.
This is such a great observation! As a client, I always pay attention to the tiniest details – both ‘planted’ (intentional) and, even more, unintentional (raw) clues about a person or a business I am dealing with. I think these little details are an essential attraction factor, sort of ‘magic seeds’ that create an instant connection with the person or a business.