Saddle Up – Spring Is In The Air
Mitch Miller
mitch.miller at westernhorseman.com
303-644-3782
Spring is in the air and it is about time. In most parts of the country it has been chillier this winter with more average precipitation than at any time in the previous decade. Some areas have even seen record precipitation and cold. Just the other day 49 out of 50 states had snow in one 24 hour period. But, for those of us in the business of supporting the horse business, this “Siberian winter” isn’t a bad thing. Sure, the moisture is always appreciated, especially if you live in the southwest. As important, is knowing that horse owners are getting cabin fever and are itching to go over their tack, blow the dust off the truck and trailer, get their horses out of the barn or pasture, and get back in the saddle.
Marketing Tip: “When is enough proof, enough?”
It seems reasonable if you pile on enough proof, in the form of data and research, in your ads, on your website, in your presentations, and in your sales materials, everyone has to believe what you are saying. Plans with excessive detail, books crammed with pages and pages of sources, politicians with too much to say… it seems as if everyone is convinced more data is a good thing in this information age because data proves your point. But, if it were this easy, everyone would be doing it this way and succeeding. However, too often too much data leads to just the opposite, suspicion and even disbelief. If you are like me, you might be wondering why this is so.
I needed an answer so I looked into this, on the information super highway of course, and learned that data crowds out faith. And without faith, it’s hard to believe in the data enough to take the leap of faith. Think about it. Big political movements, big grand openings, large congregations… they don’t usually turn out for a glimpse at a bibliography, lecture notes, or a spreadsheet.
The truth is that no amount of evidence will ever be enough to convince someone who chooses not to believe. The skeptic will always find a reason, even if it’s a reason the rest of us don’t think is a good one. As a result, as you consider your ad messages, your marketing materials, and your point of sales promotions, don’t rely too much on proof. It distracts you from your real mission, which is to make an emotional connection to your customer. Have faith in your customer and give them the opportunity to be a true believer in you!
June in Western Horseman: Rodeo season is about here!
The June issue of Western Horseman features our annual Rodeo Road Special Advertising Section. If you are planning a major equine event or know of someone who is, please contact me for more details on this great opportunity to let our nearly .5 million monthly readers know about your rodeo or horse-related event.
A Little Something Extra:
“If commerce is the engine of our economy, then advertising is the spark. Responsible advertisers are the drivers who keep us on the right track, leading to a richer, more benevolent society.”
Brian Philcox – Author
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