Reach out and touch someone

The whole purpose of marketing to reach out and touch someone and to have that person remember you when it's time to choose a veterinarian. The instinct of most veterinarians is to use their marketing to explain why they would be such a good choice: we believe in quality medicine, your pet is a member of our family, we are friendly etc.

Marketing research is clear. We remember emotionally charged events better than boring ones. It is the emotions aroused, not the significance of the event, that makes them easier to remember. You are less likely to remember information than the emotion.

If you want to create a long term memory in your prospective client's brain, you need to reach out and touch her emotions. Here are the key points to keep in mind:

• Emotionally charged events are better remembered.

• Pleasant emotions are remembered better than unpleasant ones.

• Positive memories contain more informational details (like your hospital name)

• It's the emotional arousal, not the importance of the information, that helps memory.

How do you reach out and touch her feelings? There are many ways. Here is one.

Women's brains are hard wired to respond in a motherly way to babies–human babies, puppies, kittens, koalas etc. The very sight of a baby can cause her brain to produce oxytocin, a neurotransmitter that creates a rush of good feeling. Using a photo of a baby human or pet is a good way to reach out and touch someone with your marketing.