Thousands of companies offer CBD for pets.
However, the vast majority’s marketing efforts revolve hanftropfen simplistically around “oh, we have pet stuff too”.
In contrast, industry leaders in CBD marketing for pets have figured out how to rise above the fray.
They have done this by focusing on one of the most powerful principles of persuasion in human history.
The good news is that invoking this principle is fairly simple.
It relies on just taking a few simple steps as I explain below.
As a bonus, these moves also circumvent restrictive advertising regulations that are currently plaguing the entire CBD industry.
DOGS TALK ABOUT CBD
We dog lovers know that our furry friends speak to us. Of course not in words.
Instead, they send us clear messages with tail wags, deep stares, smiles, hopping around – you name it.
If Anthony Robbins is right about the definition of communication (and I think he is right), it’s the results you get.
Dogs get results. And they tell us a lot about CBD oil.
Carole Jarvis received the news from 3-year-old Coco, her Old English Mastiff.
In Carole’s words:
“[Coco] has hip dysplasia in both hips and severe arthritis in both knees. She can no longer take anti-inflammatories and was taking 150 mg of tramadol twice a day. I can’t afford all the surgeries she needs and have tried CBD oil as a last resort. She’s been taking it for a month now and is a completely different dog. She is no longer in pain and is no longer distant all the time. I cannot praise CBD oil more highly…”
Lori Dzingala also received clear announcements from her 12-year-old Leonberger.
According to Lori,
“[She] started having seizures. She had a massive seizure and we lost her. A client of mine suggested CBD, so we gave it a try. Within 3 days she could walk and even trot. We were able to get the seizures under control.”
These are just two of thousands of examples of how dogs are communicating their health outcomes because of CBD.
They have let their people know how they feel about a whole range of health challenges – cancer, anxiety, sleep disorders, epilepsy, joint problems and many more.
WHAT ABOUT CATS?
Our feline friends are no different. (Apart from their famously aloof and picky attitude towards food – my feline friends know what I’m talking about.)
Alicia Antonio “heard” her older tabby, Charli, loud and clear.
As Alicia explains,
“On a sunny Wednesday afternoon last month [Charli] lost the ability to walk. By the afternoon she was completely paralyzed and I rushed her to the vet.
“Forecast? Not good.
“Definitely neurological. cause undetermined.
“Could [CBD] work for my cat? What did I have to lose?
“I agreed to give her the weekend to rest and recover as long as she wasn’t in severe pain and to explore CBD oil as a treatment alternative.
“I have to say – the results were AMAZING. Her right pupil had been dilated for days (a possible indicator of a brain tumor) and had returned to normal the day after she started the CBD oil. Within four days of starting CBD oil twice a day, Charli started eating and drinking again on her own. Before that she had been refusing all food and water and I had to keep her hydrated (and alive) using a baby syringe, to get water down their throats.
“Five days after starting the CBD oil, she was able to use her front legs again and was able to slowly sit up and brace herself against walls and furniture, although her back legs were still not working. The next day her hind legs started working again, but she was weak and wobbly and was struggling to walk more than a few steps. A full week after starting CBD oil, our cat was back on her feet and could walk again – albeit tentatively.
“Cannabis saved her life.”
WHO TRAINES WHO?
Every morning, our two little terrier mix breeds “allow” me a sip of coffee – just one – before claiming their morning walk.
What they want is perfectly clear to me. You trained me well.
After her walk, it’s time for her morning dental check before I can finally get back to my cup of joe.
(Oh, and our young orange tabby “persuades” me to give him treats at the same time. Apparently I’m easily trained by dogs and cats alike. Aren’t we all?)
In other words, I’m attuned to exactly what our furry family members want and need because they tell me.
For this reason, the experiences of Carole, Lori, and Alicia — and countless others like them — draw me to CBD for pet health.
THE UNDERLYING MARKETING POWER
Good storytelling attracts and holds attention.
That’s just the beginning.
The real power behind the storytelling of CBD for pets is shared hopes and experiences.
Marketers call this “ social proof ”.
It brings real power to CBD marketing for pets.
Simply put, social proof is when people decide what to believe or how to act based on what others believe or say.
Social proof is a principle of persuasion as old as the hills.
Its power has not diminished a bit over the centuries. It’s just as irresistible today as it was before the pharaohs.
CBD marketing for pets in particular lends itself to this principle. It’s like a social proof accelerator .
HARNESS PET POWER
Three simple strategies from top CBD companies show how to harness the power of social proof for pet marketing.
1) First, they accumulate a steady stream of satisfied pet-owning customers.
Then they give people the opportunity to brag about their pets on social media. You will anyway. You might as well have it done on your company’s social media pages.
Social media are big drivers here.
Videos and images of pet owners are an important source of compelling content.
All you have to do is curate it.
Happy customers showing off their little friends online are a fabulous eye-catcher for any business.
2) Second, they climb the social evidence ladder by collaborating with influencers.
Influencers bring a lot of social credibility. It’s like a social proof booster rocket.
We’re not talking about “normal” influencers here. We’re talking real pet influencers here.
Imagine being associated with Mannie the French bulldog. Most recently, he had 1.1 million followers on Instagram, 7,600 subscribers to the YouTube channel and 1.7 million fans on Facebook.
A word from Mannie carries a tremendous “dog” social proof of the online top dog.
Mannie covers a variety of products. His own website features drinkware, clothing, art, and face masks. He also promotes diet supplements, CBD products, and even a car wash online.
He’s not alone. A quick search of other pet marketing influencers gives us a good list on Twitter. Biggies right now include @remixthedog, @tinkandmeek, @milliesthegolden and @coconutricebear.
Keep in mind that while I’ve talked about dogs so far, the same strategies work for cats.
To see what I mean, just check out ThatLittlePuff, Nala Cat, Venus the Two Face Cat, and Smoothie the Cat on Instagram for some big cat influencers.
3) Thirdly, because company managers are pet owners themselves, they actively engage in dialogue with other pet owners.
A simple but invaluable strategy for building credibility and trust online – from pet lover to pet lover – is to answer questions on forums and comment on blog posts. All niches have forums and blog comments.
When done well, the interaction created there attracts reactions from others. The more the better.
Voila! More social proof.
Influence researcher Dr. Roberth Cialdini describes in detail how and why persuasion marketing works.
His book, Pre-suasion: A Revolutionary Way to Influence and Persuade, goes deeper into why the best persuasion marketers are so successful.
In short, they ensure that a target audience is receptive to a marketing message before it is presented. So “foreshadowing”.
In terms of CBD marketing for pets, this means creating marketing materials for the establishment of KLT – i.e. knowing, liking and trusting.
The function of such materials is to persuade potential hanftropfen customers to look into all the social evidence about CBD for pets. In other words, the marketing message is targeted.
Although social proof itself is primarily generated by users or influencers, the development of KLT depends on well-crafted professional writing.
This is where all your other attention-grabbing strategies come in – blog posts, email series, free reports, magalogs, brochures, press releases, website SEO and more.
Writing to generate KLT puts people at the top of the sales funnel. A natural flow begins towards social proof and ultimately more sales.
I can help. I’m an expert on pre-suasive (and persuasive) marketing copy.