Monday Morning Marketing Tip - January 3, 2011

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, publishers, and organizations

spread their message like wildfire.

This week's focus:

Recently, my wife and I got hooked on watching Cesar Millan's television show, "The Dog Whisperer" on the National Geographic channel. The odd thing is that we don't have pets. Yet, we love the show, because of what takes place during each episode...life change.

People beg "The Dog Whisperer" to come fix their peculiar dogs with supposed aggression, obedience, or phobia problems. The interesting part is that Cesar doesn't only focus on the dog. Instead, he usually winds up counseling the human owner, who unknowingly has contributing issues, such as high stress, apathy, or an aversion to discipline. As Cesar helps the owner address these issues, the dog suddenly transforms into a better pet.

By the end of the show, people think he's a hero. As the episode ends, the participants record glowing testimonials about Cesar and send in real videos of their dog's improved behavior. They explain the specific results that he helped them experience. Their success stories are so powerful that you can't help but view Cesar as the top expert in his field. The results are overwhelming. Today, he has a television show, several bestselling books, a magazine, a foundation, corporate sponsorships, and a lucrative consulting business.

Here's the question to ponder this week. Do you have people giving glowing testimonials and success stories about your business, books, or services? Do you create results that could be easily explained on a video from a happy customer? If not, what changes do you need to make to create that dynamic? If so, what system do you have in place to capture and display those stories from satisfied people?

Dogs may serve as man's best friend, but success stories serve as the best friend of your business.

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© Rob Eagar 2011. All rights reserved.