Last week I wrote a blog post about attraction marketing versus paid advertising for the small business owner, using cats versus dogs as an analogy. If you missed it, you can see it here.
I got some comments about the analogy being helpful, and I also got a few about the poor dogs getting a bad deal in this scenario.
Although at first this sympathy for the dogs seemed to be just about dogs being awesome, as I thought about it, I realised that there is another obvious small business analogy where dogs win the day.
Entrepreneurship requires the energy, tenacity, and positivity of a puppy. You have to be focused on the tennis ball of business. You have to be loyal to your dream. And above all, when you fall off that sofa 17 times, you have to get up 18 times.
You basically need to be Scrappy-Doo.
There is also the loyalty factor. One of my commenters asked if loyalty counts, as dogs have that in spades. And my answer is yes it totally does! But there is a caveat.
If you were super-loyal and gave, gave, gave to everyone who crossed your path then you would burn out. Money, time, energy and even the will to live would trickle away from you.
The balance here is to give enough value to your interested crowd, as some of them will become your paying customers. You then absolutely should continue to be loyal and give the best service that you can to your paying customers. Here, you can absolutely #BeMoreDog.
Just be careful that there is a balance, and you don’t let freeloaders cross the boundaries into your inner circle of loyalty. Some people may of course, see the value you have to offer, and try to take advantage.
This, by the way, is where a cat would walk away from the situation. Cats haven’t got time for that! So when you are marketing yourself, which is what initially sets the tone for future conversations with people, make your boundaries clear from the start.
It can be as simple as,
“Here is what I offer as a free trial, to see if you want to work with me. And here are my paid services.”
If you stick to your guns on this, you can market like a cat, while serving your paying customers like a dog.
Now go out there and be #pawsome
p.s. You might have noticed that I’m an animal lover. Next year I will be running the London Marathon to raise funds for Blue Cross. I want to help as many cats and dogs as I can.
As a stressed out small business owner (and trust me, we all are), my cats make me laugh everyday. They are little masters of mindfulness who remind me to stop and smile.
I’m offering a free copy of my marketing eBook – 20/20 Visibility – to everyone who donates. Even a couple of quid will do, it all counts!
Instructions for claiming your copy of my book are on my Just Giving page.
Click here: justgiving.com/fundraising/feline-pawsome