{"id":1282,"date":"2003-11-06T13:55:39","date_gmt":"2003-11-06T17:55:39","guid":{"rendered":"http:\/\/www.yummy-wakame.com\/archives\/2003\/11\/06\/\/"},"modified":"2003-11-06T13:55:39","modified_gmt":"2003-11-06T17:55:39","slug":"1282","status":"publish","type":"post","link":"https:\/\/yummy-wakame.com\/weblog\/2003\/11\/1282\/","title":{"rendered":""},"content":{"rendered":"

The Motivated Marketing Letter<\/strong><\/a> – Howie Jacobson<\/p>\n

Learning Dog-lish<\/strong>
\"\"‘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.”<\/p>\n

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.’<\/p>\n

Are you marketing in You-lish or They-lish?<\/strong><\/a>
‘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.<\/p>\n

Bad Howie.<\/p>\n

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.’<\/p>\n","protected":false},"excerpt":{"rendered":"

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 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[212],"tags":[],"class_list":["post-1282","post","type-post","status-publish","format-standard","hentry","category-blogalog"],"_links":{"self":[{"href":"https:\/\/yummy-wakame.com\/weblog\/wp-json\/wp\/v2\/posts\/1282","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yummy-wakame.com\/weblog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yummy-wakame.com\/weblog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yummy-wakame.com\/weblog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yummy-wakame.com\/weblog\/wp-json\/wp\/v2\/comments?post=1282"}],"version-history":[{"count":0,"href":"https:\/\/yummy-wakame.com\/weblog\/wp-json\/wp\/v2\/posts\/1282\/revisions"}],"wp:attachment":[{"href":"https:\/\/yummy-wakame.com\/weblog\/wp-json\/wp\/v2\/media?parent=1282"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yummy-wakame.com\/weblog\/wp-json\/wp\/v2\/categories?post=1282"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yummy-wakame.com\/weblog\/wp-json\/wp\/v2\/tags?post=1282"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}