Bentley and Buddy Beagle adore Pupperoni and dog bacon strips. Not too long ago, I noticed the bags were different. They enabled me to tear off the top, but then reseal them with a locking mechanism such as you’d find on the cold cuts you buy in the supermarket.
It never occurred to me to keep the dog treats “fresh.” The dogs loved them equally when they became somewhat harder in composition, I’m assuming (neither dog would sit for an interview) that the flavor was still excellent and the crunchiness an added benefit. After all, dogs love hard biscuits because they enjoy crunching things.
So I ran a test (I have a lot of time on my hands) and compared their reactions to “fresh” and sealed Pupperoni, and unsealed and “stale” Pupperoni. There was no difference whatsoever in aggressiveness to grab one, or haste in devouring it. To the dogs, the quality and experience were equal.
Why would a company make a more expensive bag when preserving the contents are unimportant to the end user? Because the intent is to better influence the buyer. Dogs don’t buy these treats, people do. And some people, mistakenly in my belief, think that sealed Pupperoni will last longer or taste better.
The same applies to most sales. Complex fishing lures aren’t made for fish, they are made for fishermen. Fish are dumb, and they’ll bite almost anything, and repeatedly. A fish’s memory lasts perhaps four seconds. Fishermen have slightly longer ones.
As you market and sell your services, keep in mind that it’s the buyer’s perception which is usually the determinant, not some greater reality, ultimate customer use, or your own analysis. That’s why people “rinse and repeat,” thereby using twice the shampoo volume (and product) they really need to. No one’s hair is that dirty. But their perception is that the company has an instruction on the label in their best interest.
So the next time you’re taking the time to decide among liver, poultry, or chicken-flavored dog food, save the time. The dogs don’t care, and you shouldn’t, either.
© Alan Weiss 2014Print This Post