Yesterday I was chatting to a lovely lady while walking with Tracey along the beach front.

We got talking because I stroked one of her dogs.

She was walking what had to be two of the world’s leading ‘low down bum’ doggies.

There legs were literally 2cm long - quite how they fit their knees into those 2cms I’ll never know.

And on top of that it was like they’d been stretched.

In fact it looked like evolution was having a bit of a laugh when it created these low down bum, too long doggies.

But they were lovely - really, really sweet and Tracey fell in love with them.

Anyway, we got talking and I mentioned we had 7 cats.

“7 cats?” she bellowed?

“Yep” I replied.

“7 cats??” she exclaimed again.

“Oh yeah” I replied.

“7 cats!!” she said with a look of disbelief.

“You goootttt it…” I replied.

“7 cats!” she said (by now it was getting a little tiresome. I’m all for repetition in learning - but neither I nor her were learning anything here).

“Corrrrrreeeecccttttt!” I replied.

“7 cats…” she said.

“YES! What’s confusing you - we have SEVEN cats” I replied (a little sharply actually - but in my head (which I didn’t do) I shouted it at her).

“Why would you want 7 cats?” she asked.

At this point my ‘brain’ was off on it’s own again and in my head I said ‘why have you got two short legged, too long dog that permanently look like they’re in on those mirrors at the fair that make you look weird’??

But I didn’t say that - I’m too polite.

Instead I said: “Because we like cats”.

That’s it for that story…. This article is actually about the one I posted on Wednesday.

Do you remember?

I asked you to spot the BIG IDEA in the post…

And then post your response in comments.

I received 113 email answers and ONE comment on the post.

It seems 113 people couldn’t or didn’t want to follow instructions (there is a lesson in there about your customers and their behaviour).

And guess what…

NOBODY got it right.

In fact nobody even came close.

I had all sorts of bizarre responses like:

‘Use cats to stimulate creativity’.

‘Cats help you relax’.

‘ Read your copy to your cats and if they don’t understand it, there is no way your customers will’ (brilliant).

But as I say, they’re all wrong.

The BIG IDEA (or in fact ideas - because after I’d writtent the post I realised there were a few) is:

THE BIGGEST MISTAKE IN MARKETING IS BEING BORING!!!!!

There is nothing that will kill the return from your marketing faster.

And there is SO MUCH BORING marketing around.

Just flick through the next copy if OK or Hello or look around at all the ‘me too’ websites on the net.

It’s all sooooooo boring!

And therefore few people read it…. And if few people read it… Even less people will respond…

And that leads to one almighty waste of your time and money.

So TODAY - have a look at your websites, brochures, price lists, ads etc etc and ask yourself ‘ARE THEY BORING’??

If they are - here’s what to do.

Make them NOT boring! I guarantee you it will pay big returns.

OK.

Now…

There are a fe more BIG ideas the post revealed (and in fact this one does too) but I’m keeping those close to my chest for now. They are the KEY to building long term value from your customers…

Any ideas???

Post your responses in COMMENTS (not via email - email annoys me).

Dedicated to your success,

Henry.

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