Engage pet owners instead of just TELL them – they might even start listening!

“Remember to get your dog’s teeth cleaned.”  “Don’t forget to schedule your pet’s wellness exam.”  These are a few of the messages pet owners often get on reminder cards, in emails or in a practice’s advertisement. 

But simply TELLING pet owners what to do doesn’t cut it among today’s message-bombarded consumers.

Today’s consumers are better informed and more skeptical.  Plus they have unprecedented access to information and resources.  Its not unusual for them to consult multiple sources – friends and neighbors, bloggers and fellow pet owners or on-line chats  -- before making a decision.   Unless a pet owner is ENGAGED, its unlikely that they will listen to your message and do what you TELL them.

How to ENAGE them?

• First, get their attention by making information RELEVANT to them.  When messages are overly BROAD – in an attempt to reach everyone – you will end up missing everyone.
• Segment messages to make them meaningful to your target. 
• Convey the REASON they should act – what is the dilemma or problem?  In other words, are more dogs getting prostate cancer?  Are more cats becoming diabetic?
• Share the BENEFITS of their actions.  For example, “Detecting diabetes early means it can be managed.  This will save you money on vet care and save your pet’s life.”
• Make sure you are a credible source of the information.  Why should they come to you in this dilemma versus the practice down the street?  (Again – it NOT be just because you TELL them so!)

Engage pet owner by making information MEANINGFUL and RELEVANT to them.  Make them WANT to act.    And then keep the “I told you so” to yourself!

To schedule your FREE one-hour marketing consultation, contact Linda Wasche at LindaW@LWmarketworks.com or 248-253-0300.

Do you have a particular marketing question or dilemma that you would to see addressed in  a future blog?  Email LindaW@LWmarketworks.com.