(The Dog Star is a symbol of power, will, and steadfastness of purpose, and exemplifies the One who has succeeded in bridging the lower and higher consciousness. – Astrological Definition)
We suspect that Koufax may be getting a bit hard of hearing in his senior years. I say “suspect” because sometimes he seems to hear us perfectly, and other times he may just be ignoring us. From the time he was a puppy, he was always aloof, and sometimes pretends not to hear us. I’ve caught him pretending to be asleep, for example, and when he thinks we’re gone, he opens one eye.
In any case, it’s tough to see him against a background of snow in the winter, and on a freezing night my wife doesn’t want to roam the back of the property trying to find him after his nightly excursion. So she’s purchased a dog whistle, and to my shock, it works. Koufax immediately turns toward the source of the sound, and Buddy Beagle does likewise.
We’ve created a keen appeal to Koufax’s sensory apparatus. He can’t ignore it, doesn’t even try to pretend he doesn’t hear it. It sparks his curiosity.
That’s exactly what we have to do in our branding and marketing efforts: Create an irresistible appeal that strikes a nerve and stands out from the surrounding noise and stimuli.
We need an appeal that only true buyers can hear, and which causes them to turn in our direction.
© Alan Weiss 2011. All rights reserved.