Marketing Tip: “How to approach this year’s Christmas season”
While doing research on how to help many of my advertising accounts prepare for the upcoming Christmas season, I learned a couple of key points. First, I know for many of you sales aren’t what you want them to be right now. But, saying “It’s the Economy, Stupid” is simply not enough. Hey, don’t be fooled. Your customers have money. They just have a death grip on it. They are wisely holding onto their money, concerned about the future, and less likely to spend it without giving any purchase a great deal of thought.

However, this doesn’t mean they will never buy anything again, and it doesn’t mean they are only going to buy what is cheap. I also discovered price is not your customer’s main concern so don’t assume lowering prices will solve the problem. For example, during the 2009 holiday season I learned many retailers offered discounts of 50-70% off; but it just bounced off their consumers with very little effect. Consequently, there has to be more guiding today’s purchasing decisions than just price.

In a down economy especially, I discovered we must understand that our customers want more for their purchases than just products. More importantly, they have to believe you know what they want and are ready to provide it. Secondly, they want to feel assured your product is top quality, yet know without a doubt you will stand behind it if the unexpected happens. Some call this “customer reassurance” and believe me your customers want it now more than ever. As a result, we all must understand our customer’s current buying mentality and be prepared to change our selling mentality to better fit their purchasing state of mind.

January in Western Horseman: Cover to featuring a Tim Cox original painting, the history of Western Horseman, focusing on the first 25 years by Randy Witte, saddle maker Ralph Shimon, Pat Close featured in Women of the West, Western Horseman’s role in launching horsemen’s careers, Luis Ortega and horsemanship by Chuck Stormes, horse Show evolution: showing horses during the past 75 years, retro rodeo, and much more.

In addition, the January issue of Western Horseman features the Equine Education and Careers Special Advertising Section. Give me a call to learn how you can be a part of Western Horseman’s 75th Anniversary issue this January.

A Little Something Extra:
“Even when you have an organization brimming with talent, victory is not always under your control. There is no guarantee, no ultimate formula for success. It all comes down to intelligently and relentlessly seeking solutions that will increase your chance of prevailing. When you do that, the score will take care of itself.” Bill Walsh

Marketing Tip: “How to Keep Loyal Customers Loyal”
Loyal customers understand there may be a better option than what you have to offer, but they’re not interested in looking so they turn it down. They feel comfortable with you and don’t wish to make the effort required to pursue other choices. Consequently, loyalty usually comes from within, from a story we like to tell ourselves. We’re loyal because being loyal makes us feel good. Many of your customers also like being loyal, and those are good customers to have.
However, loyalty won’t last forever so do not take it for granted. Sometimes, a significant change occurs and even though your loyal customers like your product, it gets too difficult to stick with you and they switch. But, you’ve probably noticed some brands attract more loyal customers than others. Why is that? It’s not because they’re bigger or better, but because they do what it takes to reinforce the good feeling some people get from being loyal. However, low prices or supermodel good looks are not the tools of choice for attracting people who enjoy being loyal.
Consequently, reward loyalty for loyalty’s sake by continuing to tell an appealing story to your loyalists through your customer interactions, not by buying their false loyalty with deep discounts. These gimmicks simply give you all the loyal customers money can buy, but when you quit spending they quit being loyal. Instead, treat loyal customers differently, and reserve your highest level of respect for those that stand by you. At Western Horseman, we know loyalty is the life blood of our magazine. Our average reader has enjoyed Western Horseman’s pages for many years and most renew their subscriptions year after year. We’ve been giving western stock horse owners and industry businesses what they need to stay loyal for decades, but we never assume this is the way it will always be. We too must keep telling the compelling stories expected by our readers and advertisers. Please wish us luck in our ongoing quest to reward loyalty as we celebrate 75 years in continuous publication in 2011.

December in Western Horseman: Featuring John McComber and developing catty cow horses, stem cell therapy saves a horse, Buck Brannaman documentary, Anson Christmas Ball, concept to completion with Artist Ken Cooper, classic cowboy Stanley Glover, Review on Buffalo Bill book, Q & A with Michael Martin Murphy, and much more.
In addition, the December issue of Western Horseman features the Last Minute Gift Guide Advertising Section. Give me a call to learn how you can let the Christmas shopping procrastinators know about your best gift ideas.

A Little Something Extra:
“The man who stops advertising to save money is like the man who stops the clock to save time”
Unknown

Marketing Tip: “When customers aren’t always right”
Basic Business 101 tells us, “The customer is always right.” Well, most of the time they are, but not always. Let’s call the ones who aren’t always right the “Even Mores”.
You know the ones I’m taking about. The “Even Mores” are generally short-sighted, greedy, ungrateful, and selfish. Extend yourself a little to try and please them and they’ll want and expect “Even More”. Offer them a can of Kiwi boot polish and they’ll expect three cans and a shine kit the next time they come in. Offer to fix that poorly shaped hat they bought from someone else because they were led to believe it made them look like a legendary country music singer, and the next thing you know fifteen of their friends are in wanting the same free service. But, you reluctantly do it knowing full well they aren’t going to spend a dime with you – ever.
The challenge of winning more than your fair share of the market is that the best available strategy, providing remarkable service and an honest human connection, will be abused by a few customers you work with. You have three choices: put up with the “Even Mores”, write off everyone, or, deliberately exclude the ungrateful curs. Think about it. You only have so much time to be effective at giving customers what they want and need. So, firing the “Even Mores” you can’t possibly please gives you the bandwidth and resources to coddle the customers who truly deserve and appreciate your attention and repay you with referrals, applause and loyalty.

November in Western Horseman: The Last Minute Gift Guide, Going into the Wrangler NFR with Ed Knocke, Kirsten Vold in Women of the West, Remembering Tryan’s Precious Speck “Walt”, Top Rodeo Horses, Joel Nelson profile, Randy Paul – trainer, Buckle Maker Clint Orms, and much more. This issue is also going to the NFR in Las Vegas so make plans to come along.

A Little Something Extra:
“The difference between school and life? In school, you’re taught a lesson and then given a test. In life, you’re given a test that teaches you a lesson.”
Tom Bodett

Marketing Tip: “Are you Giving your customers your all?”
Zig Zigler turned 83 this year. After establishing himself as a successful salesman, he started a new career as a motivational speaker at age 43 and for four decades, he has touched an estimated 25 million people with the following simple message:
“If you help enough people get what they want and need you can get what you want and need.”
His simple “giving” approach to business and life defines everything Zig so adamantly believes in. As you examine your business philosophy in this free enterprise, competitive, dog-eat-dog business culture we live in, are you truly “giving” your all when it comes to your customers? When you think of your customers, is “what can I give them?” the first question you ask yourself each day? Or, are you thinking of profits first? If so, stop for a minute and reflect on what Zig Zigler has been saying for years about helping and “giving”. Like I said earlier, Western Horseman made a commitment many years ago to put our advertising partner’s wants and needs first. Instead of being “tellers and sellers” we became “listeners and learners”. This process has helped us create new marketing opportunities in the face of a rapidly changing economic environment. Not only has this approach made us far more successful, but it has been a lot of fun. Here is an email reply we received from Verna at Brighton Saddlery, one of our long time advertising partners, after receiving our recent June sales newsletter.
“I Don’t know if I can reply to this [newsletter], but I would like to let you know that I appreciate your little newsletters. I always read them and love your input. This is timely since I just sent a similar request out to all of our vendors to see what we can do to make our 33RD ANNUAL SADDLE SALE unique and different. After so many years it seems to need a bit of spicing up and I was trying to encourage our vendors to give us that exact information. What is new and different in their industry? Roger and I have failed at many things but we always try to FAIL FORWARD! Thanks for all you do for the western industry. Keep up the good work.” Verna

October in Western Horseman: Featuring horse health, arena all-stars, capturing feral cattle, Australian Stock Horses in the Rockies, Artist’s Larry Bute and Karen Bonnie, rodeo and breast cancer awareness, “Stock Dog Savvy”, inaugural Battle In the Saddle results, and much more.
In addition, the October issue of Western Horseman features the Horse Health Special Advertising Section. Give me a call to learn how you can get valuable advertorial support by choosing to advertise in this informative section

A Little Something Extra:
“However beautiful the strategy, you should occasionally look at the results.”
Winston Churchill (British Orator, Author and Prime Minister during World War II. 1874-1965)

According to Seth Godin, famous author and self proclaimed agent of change, some people are terrified of good ideas because they mean change. So, they avoid them. But, even more people are petrified of bad ideas. They are afraid of looking stupid or wasting time and money. The problem is you can’t have good ideas unless you’re willing to generate a lot of bad ones. Ironically, we fail far more than we succeed. However, people who generate ideas succeed far more often than people who have no ideas at all. I once asked someone who seemed to have many good ideas how they do it – when I can’t seem to come up with any. They asked me how many bad ideas I have each month, and I said, “None.” And they replied, “And there, you see, is the problem.”

Marketing Tip: “Would your customers rather fight than switch?”

Honestly, would your customers rather fight than switch? Virginia Slims thought so by making this slogan famous back in the 60’s. Now ask yourself, would your competitor’s customers rather fight than switch? If you think so, think again.

Getting someone to switch from another brand to yours is very difficult if you plan to do so by offering more of what they were looking for when they chose your competitor’s product in the first place. Understanding this statement is critical so take time to read it again.

First off, you’re wrong if you think your competitor’s customers are looking for more of the same. And beyond that, they’d have to admit that they were wrong for not choosing you in the first place, and we know how often most people admit they are wrong. The rate is comparable to that of a politician’s.

Consequently, you don’t get someone to switch because you’re cheaper than Wal-Mart, you serve bigger steaks than the Big Texan in Amarillo, or you claim to make a leg boot with even more ligament support or a rope that lasts even longer. Face it, the chances are slim you can top a trusted provider on the very thing the provider is trusted for.

Instead, you gain converts by winning at something the existing provider didn’t think was so important. You have to look very hard for a unique approach and a different angle, one that creates a new opportunity or offers a solution to a real need.

September in Western Horseman: This issue features apparel, wild rags, snaffle bit training, day workers, handling the two rein, sale spot light, “Horsemanship at work”, Pendleton Round Up, and much more.

In addition, the September issue of Western Horseman features our annual Apparel Round Up Advertising Section. Give me a call to learn how you can not only get advertorial support by being in this section but also get a new product photo considered in this section as well.

A Little Something Extra:

“In spite of the cost of living, it’s still popular.”
Laurence J. Peter (1919 – 1988)

If you do not wish to receive Western Horseman Stampede, just email me at the address above and I will take you off the list.

Marketing Tip: Are you a grazer, grainer or both?

Now I am not claiming to be any kind of a Horse Whisperer, but if you really want to understand how your customers gather and process information watch horses eat. Take horses grazing in a pasture for instance. They walk a short distance before stopping to eat a clump of grass and then move on to another clump several feet away. They repeat this process over and over throughout any given day. Now, contrast this with a horse contently enjoying grain in a feed bag or feeder. They get comfortable, settle into one spot, and then start taking bites of grain, chewing methodically on each before taking the next, then the next, until their entire portion is gone.

People seek and process information in much the same way. Those looking for information from the internet conduct a search, find what they need, chew on it for a minute or two, and then move on to another web page or site. Just like a horse grazing in a pasture, they seem to relish the freedom to stretch their minds and move about at will. Similarly, people who choose to spend time with their favorite magazine, they gladly are paying to have sent to them each month, are more like a horse feeding on a balanced ration topped off with a complete supplement. They get comfortable, settle in, and contently consume each page trusting they will be provided with the information they want and need in order to be fulfilled when finished.

Just like a good horse with a job to do needs to be grained and also have time to graze in a pasture, people have a need to gather information in much the same way. As a company with products to sell to the horse owning public, are you doing what you should to engage your customer’s “grazing” and “graining” habits? If not, give me a call and let’s see what we can do to help you feed information to the “grazers” and the “grainers” who want and need your products.

Coming up in Western Horseman and on WesternHorseman.com:

We are working on the August issue of Western Horseman, which will feature special ad sections on truck and trailer aftermarket products as well as a special ad section on horse sales. We also have a feature on the inaugural Classic Events Championship from Guymon, OK planned. This event features an all-around championship format based on bronc riding and steer tripping. It should be a great story on a very unique event.

A Little Something Extra:

“It is not necessary to change. Survival is not mandatory.”
W. Edwards Deming (American Consultant, Stastistician and Educator, 1900-1993)

Marketing Tip: What is “Marketing”, really?
A smart businessman, call him my marketing mentor, once told me marketing is everything that happens until a sale is made. Seeing my puzzled look, he explained that color, name, design, shape, packaging, functionality, and a host of other features and benefits including customer service and warranty, all contribute to how a product is perceived in the market place. I contrast this view of marketing with a person who once told me his company does a lot of marketing. He bragged that they hand out nearly 1,000 pens and over 200 caps a year. Meanwhile, I overheard someone else once say they aggressively market their products because they spend a ton of money each year on advertising.

This brings me back to my marketing mentor. He went on to tell me marketing is not advertising, advertising is marketing. Again, seeing my confused look, he patiently explained that marketing is an all encompassing plan. He told me to think of it as a vehicle that carries your product message to the consumer in a meaningful way they can relate to. If done right, an effective marketing plan or vehicle makes your customers want to buy what you have to offer. He added that advertising is the essential fuel that drives your marketing vehicle, but it can’t be expected to be the entire vehicle as well. For this reason, he explained, just running ads without enough consideration for the other aspects of what it takes to position your product in the market place, simply won’t get your product message where you want it to go.

Compare this concept to going on a trip without a clear plan on how you will reach your final destination. When you get lost you could blame the gas in your truck, because in reality it did provide the power that got you lost. But, common sense tells us it isn’t really the fault of the gas since it did exactly what was asked of it. Consequently, if you feel your marketing effort has “lost” its way, take the advice of my marketing mentor and rethink your marketing plan instead of choosing to stop buying the fuel that drives it.

Coming up in Western Horseman and on WesternHorseman.com:
With the June issue headed to the printer, we are working hard on our July issue, which will include a Special Ad Section on Ranch Production Horse Sales. Give me a call or email me and I can tell you about June’s exciting editorial line-up.
Online, we are featuring a new inline advertising position on the home page of WesternHorseman.com. This highly visible advertising opportunity is only available to one advertiser per month so call me today to get more information and reserve your placement.

A Little Something Extra:
“We´ve got enough guys who are sick of losing and who know what it takes, … It don´t take a pep talk or a rah-rah (speech) or bringing somebody in from the dead to get us hyped. … We´ve just got to go out and play football.” Clinton Portis

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

If you do not wish to receive Western Horseman Stampede, just email me at the address above and I will take you off the list.

There was something in the air in Denver and it wasn’t coming from the Stock Show!

Yes, there was something new, and fresh in the air at the recent WESA show held in Denver, Colorado. Despite what we hear to often in the news, it wasn’t pessimism, doom, or gloom. In fact, it was just the opposite. Many of the accounts I spoke with told me they were having their best show in five years. Most said they were up over last year and that is great news! It is apparent the retailers at the WESA show came to restock their shelves and prepare for eager customers who are ready to get back in the game in 2010.

May in Western Horseman: It’s time to get “tacked up”!

The May issue of Western Horseman features our always popular Round Up Advertising Section devoted to saddles, tack and equipment. If this is your line of business give me a call and I will explain how you can get up to 250 words of additional editorial exposure in this very popular Special Advertising Section.

Advertising Tip: So, what do you think of my ad?

To those who think creating great ads is an easy, slap-dash process, think again! The greatest ads are a perfect fusion of three very different modes of thought, expertly combined and presented in a powerfully compelling and persuasive package. Understand this, and you’re on your way to creating great ad copy; the kind that sells your products!

First, capture your audience’s attention right away, with a riveting photo and headline. Exceptional ads showcase headlines and images that work together, and bring creativity to your written message. Write in a clever and/or amusing way, and make your ad stands out from the crowd. Be sure to use a tone that resonates by choosing words that belong to your customer.

Now, peak their interest. If you wrote a good headline, likely they’ll be intrigued and continue reading. Your ad copy is where you can isolate your customer’s fear, problem, concern or need. Think of this part of your ad as their “hot button” disguised as a car horn. The professionals like to call it their “pain point”. What ever you call it, if you press on it long enough and hard enough you will get their attention!

Next, create desire. Make them want what you have. Present your product as the solution to the aforementioned problems. Build your case with examples, or even testimonials.

Finally, get them to take action. Tell your audience what to do next. Buy Now! Click here and save! It’s amazing what just a quick directive will do. However, this critical call-to-action is too often omitted from many otherwise great ads. Don’t make this mistake in your next print or web ad.

No matter how you approach the ad creation process, the most powerful ads require that each of these key elements be in place. When you’re ready to bring it all together, take a hard look at your finished draft. Go through it with a fine-tooth comb. Get a couple of outside opinions. Step away from it for a while and let it “ferment”. Then go back to it when you’ve cleared your mind and see if you still like it just as well. Make changes if necessary, then give it a final once-over. Your final presentation should be error-free and perfect in every way!

A Little Something Extra:

“It’s kind of a sad thing when a normal love of country makes you a super patriot. I do think we have a pretty wonderful country, and I thank God that He chose me to live here.”
John Wayne

Marketing Tip: “Everyone thinks like I do, don’t they?”

When you are trying to sell your product idea, it’s natural to assume everyone you talk to thinks the way you do. If you can only show them the facts and stories that led you to believe what you believe, then of course they’ll end up where you are… believing.

The problem, of course, is that people don’t always think like you and I.

Watch two people of different political persuasions discussing why they support their candidate or their side of an issue. It doesn’t take long to see that each thinks the other one is stupid! You can just about hear them thinking the other person couldn’t conjugate an original idea if they tried. They think there is no factual basis for the other’s beliefs. They think the other person is clueless, and they are just parroting some talking head who knows even less than they do!

Same goes for diehard fans of your competitor’s brand, or worse, the clueless who should be using your solution, but don’t even care enough to use your competitor’s product either. If they only thought like you, and knew what you know, then there wouldn’t be a problem.

However, the challenge doesn’t lie in getting them to know what you know. It won’t help. The challenge lies in helping them see your idea through their lens, not yours.

If you study the way movements spread, you can see this is exactly how it works. Marketers of successful ideas rarely market the facts. Instead, they market stories that match the worldview of the people they are trying to persuade.

Yes, but there’s an alternative, one that you might want to think hard about: perhaps you should only market your idea to people who already think the way you do. After all, you’re not running for president, you don’t need a majority. Screen people by their behavior (what they read, what they buy, how they act) and only tell your story to the people who will embrace it. This is a lot easier to do now than ever before, especially with the help of a reader loyal magazine like Western Horseman.
-Excerpts for this section were taken from Seth Godin’s daily blog at sethgodin.com

April in Western Horseman: Horse Health and Home Décor are always in season

The April issue of Western Horseman features our annual Horse Health Round Up Advertising Section and a second Home Décor Round Up advertising section. If you have a product that fits into either of these categories and want to expand your advertising options, give me a call for special rates and other advantages.

A Little Something Extra:

It doesn’t work to leap a twenty-foot chasm in two ten-foot jumps.
American Proverb