Talking to the Dog
At Radio Today we are fans of the book 'Brand like a Rock Star', written by Canadian Programmer Steve Jones. He has a capacity to boil down issues to key take-outs, and in this post, he discusses why radio sales people need to 'talk to the dog'.
Over to Steve…..
Great songs often feel like they are speaking directly to you.
You can feel the pain of watching your ex move on when Adele cries “never mind, I’ll find somebody like you. I wish nothing but the best for you too”.
When Bob Seger sings “I was a little too tall, could’ve used a few pounds“, you are once again trying to lose those awkward teenage blues and get to work on your night moves.
That’s what makes music magical, and it is a big part of what makes rock ‘n’ roll such a cool template for building a better business. Music speaks to you on a deeply personal level.
Advertising guru Roy H. Williams said it well when he said “Speak to the dog in the language of the dog about what is important to the dog.”
It’s a lesson from the Pavlov School of Marketing. When Pavlov talked to the dog he used meat. He spoke to the dog in a language that the dog understood about something very important to the dog.
Speak to the dog = Talk to your prospect, and nobody else. Nobody else matters.
In the language of the dog = Use the words, phrases, and intonations that your prospect uses, not the words and phrases that you use.
About what is important to the dog = Talk about what really matters to your prospect, not what matters to you.
Your marketing ain’t about you.
Your customers don’t use the same industry words and phrases you use.
Your customers don’t care about the things you care about.
If you want to make your customers react like Pavlov’s dogs did, you need to change your perspective and see the world from their viewpoint.
If you do not own a copy of Steve's book 'Brand like a Rock Star', you can buy it here.