Dog’s Underwear Obsession Gets Owner Planning

Who doesn’t love a shaggy dog story? But sadly, they don’t all end happily. And for some animals, the future can be quite uncertain—a point being made by British animal shelter Dogs Trust in a campaign that wants owners to prepare for the future.

The “Underwear Ever After” campaign aims to promote the charity’s free service that promises dogs will be cared for when their owner passes away and a new home sought for them too. Dogs Trust operates with the promise that it never puts healthy dogs to sleep.

The organization’s mission is outlined through the story of Wilf, a dog who has a strange obsession with his owner’s bright yellow underwear, which seems to be of comfort to him, even when hanging on the washing line.

They are following Walt’s direction when he was creating movies, a direction still followed today. Walt Disney’s strategy was simple, “Make ’em cry and make ’em laugh. If we do that, we have won them over“.

Which brings me to a basic premise, that businesses often (mostly) miss with their marketing; the creation of an emotional connection between you and your customer.

If you can create an emotional connection with your clients, they will never leave you (unless they die).

I have mentioned before that I shamelessly use my children in my marketing. My clients have watched my children grow up. To this day, I have people approach me in the grocery store asking about my daughters ballet recital.

• Emotional connections create clients for life.
• Emotional connections keep your customers from being seduced by your competitors. So much so that they don’t even “see” their ads or specials.
• Emotional connections make it easier for you to apologize if something goes wrong, and your clients are more forgiving.

Do you have strategies in place that are creating these emotional connections? You must be deliberate and exacting with these strategies.

Tell me about your lifetime clients. You do have them, right?

Reply to this email with a story about a lifetime client or a strategy you use to create emotional connections.

Remember, you won’t profit unless you implement,

Vance “already laughed and cried today” Morris