When taking my daughter horseback riding in Howell, NJ, I learned an important lesson about marketing from none other than a horse! It may seem obvious, but a horse will do one of two things, either listen to the rider or do her own thing. No offense to us, but as consumers, we are very much the same. We either do what we are told by advertising or we do our own thing.

The job of a marketer is to tell consumers what they should be thinking and doing. If not, consumers will still buy, but the will buy whatever they want, and not what we want them to. Many times we make the mistake of making a pitch or writing copy but we don’t end with a strong call to action telling the consumer what we want them to do.

Let’s make our marketing effective by learning from the horses – we need to tell our audience what we want from them in order to effectively get results!