The Motivated Marketing Letter – Howie Jacobson

Learning Dog-lish
‘For the last 10 months, my dog, Layla, has thought that I’m a clueless, blubbering moron. I say “stay” when I mean “come,” I say “jump” when I mean “lay down,” and I say “nibble playfully at my hand” when I mean “walk next to my knee in a dignified manner.”

But I just finished reading a remarkable book about dog training that has turned my communication style completely around. Now Layla understands most of what I say the first time, and has begun treating me with a good deal more respect. So now when I want Layla to sit, or stay, or come, I use my body like a dog would. I lean, I use eye contact, I use noises and cadences. And here’s the absolutely mind-blowing thing: she obeys, without any training. She understands me, because I’m finally speaking her language.’

Are you marketing in You-lish or They-lish?
‘When I start marketing a product, I naturally start by talking to myself. I write sales copy that appeals to my values. I argue the price/value question in ways that I find convincing. I use layouts and pictures that affect me.

Bad Howie.

Unless my market is very much like me (which rarely happens, believe me), I’m going to fail. I’m speaking Gorilla-ish to Dogs. To me, I’m saying “Buy my stuff,” but they hear, “Run away! I’m a Dork.” I’m not going to succeed in teaching my prospects Howie-lish. If I want to communicate with them, I have to learn their language.’