Things Caesar Taught Me: 5 Things About Marketing I Learned from the Dog Whisperer

Oct 17, 2011 by

OK, I admit it. I’m a Dog Whisperer addict. I have my DVR set to record it. I’ve trained my own dog based on his principles. And I have approached things that I have been afraid of, large dogs (cough) (cough) with the same attitude he suggests.

He has such a simple approach to life in general. It’s all about energy. The more I thought about it, the more I realized I do the exact same thing with my clients around approaching something they are afraid of, marketing (cough) (cough).

When I talk to my clients, energy is a big piece of what we discuss as well. What energy do you put out there when you are talking to prospects? What energy do your words carry? What energy does marketing present for you?

Here are 5 things I learned by watching the Dog Whisperer.

 

1. Let Go of Fear

Caesar talks about fear when approaching a dog. It makes up tight, it makes us nervous, it pulls us away from being the leaders. Dogs won’t trust or follow this type of energy.

Whether we realize it or not, fear comes across in everything we do and say. And the people around us feel it. Our thoughts have energy. If we are focused on fear, we are projecting a negative energy to those around us. That energy can even come across in our writing.

Marketing brings up more fear than just about any other thing I’ve encountered when working with clients (other than not having enough money). Fear of putting yourself out there. Fear of offending someone. Fear of selling. Fear of asking for money. Fear of not knowing what to do or say. Yup, there’s a lot of fear around marketing.

How do you define marketing? I work with my clients to reframe how they define it so it works for them. My belief is that marketing is about sharing opportunities and helping people even if they never work with you. Marketing is very much like coaching. I have one client who redefined marketing as: “Sharing my knowledge, wisdom, energy & love.” And boy is she out there now!

How can you reframe what marketing is so you can let go of the fear and get out there and do it?

 

2. Be Calm & Assertive

Being calm allows you to approach a dog with tranquil, quiet, and trustworthy energy. They will know they are safe and can relax themselves. Being assertive allows you to approach a dog with confidence, knowing you can handle anything that comes your way. These two combined allows you to be the leader.

Letting go of fear can help with the idea of being calm when you’re out there marketing.  Most of what Caesar talks about is not letting anxiety or fear take over. Being assertive allows you to truly believe in what you have to offer, that is can help people and that it has value. If you don’t believe it, they won’t either.

 

3. Own Your Role as the Pack Leader (expert)

We have to be comfortable sharing what we know, understanding that we are truly experts in what we do.  Our clients are experts in their own lives and businesses, but we are experts in the process and in addressing the challenges. We have to own that expertise.

People are looking for experts. They are expecting you to be that expert. Why else would they pay for you? You owning your role as an expert allows you to consistently put your approach, philosophy, techniques, and process out there. It allows you to speak with confidence. It engages others. And it helps you to build your tribe.

 

 4. Exercise, Discipline and Affection

The Exercise is the doing it part. Just get out there and start doing it. So you don’t have the perfect elevator speech. You don’t have the products you want to offer. You don’t have the perfect niche. And you never will if you don’t get out there and exercise your business.

The Discipline is the consistency piece. Being consistent is one of the most important elements of marketing. Keep doing it even if you don’t see immediate results. Set up systems to track your marketing. Then adjust as necessary.

Affection – this is such an important but undervalued piece of marketing. Having true affection and passion for what you do and the people you work with is crucial in marketing. If you are coming from a place of “how can I help you?” you will make a much stronger impression on than coming from a place of “I’m selling to you.” Think about it, when was the last time you attended a webinar or teleclass or presentation or read an article where you felt like you were sitting in on a sales presentation. How did that feel? When was the last time you attended one of those where you felt like the person was really there to help you and share some great information with you? How did that feel?

 

 5. Tst: Get People’s Attention in Unexpected Ways

Caesar talks about snapping the dog out of a behavior. What he’s really about is creating a change in the pattern. We are all attuned to patterns. Patterns mean comfort, safety, and known. When there is a shift in patterns it catches our attention. It snaps us out of comfort and creates a sense of alertness. This creates an unexpected shift which captures attention.  It is a powerful way of grabbing and keeping attention.

 

If you really stop and think about it, marketing is much like things in everyday life. It’s the approach you take, the energy you walk with and the attitude you live by that makes the real difference. So for now, remain calm & assertive and get out there and share your message.

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  1. Letting go of fear can help with the idea of being calm when you’re out there marketing. Most of what Caesar talks about is not letting anxiety or fear take over. Being assertive allows you to truly believe in what you have to offer, that is can help people and that it has value. If you don’t believe it, they won’t either.

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