Salty Oats

You can lead a horse to water but you can’t make it drink, right? Wrong. You CAN! All you’ve got to do is make the horse thirsty. So how do you do that? Simple – just put salt in its oats.

If you’re wondering why your latest advert or sales letter didn’t get much response, ask yourself this: “Did I give my potential customers the water or the salty oats?” Chances are it was the water.

Now, if your customers don’t think they’re thirsty, absolutely nothing will get them to drink - so you need to find out what makes them thirsty.

To do that you need to understand more about them. You need information about their business and knowledge of their issues and problems. It will take time and effort to gather this data and it won’t always be easy – but you CAN do it!

Then, once you know their thirst points, you can start adding the salt. And then guess what will happen? When you finally offer that wonderful ice-cold water i.e. your product or service, they’ll be more than ready to drink.