Ronnie doesn’t care [Stretch #17]

a weekly warm-up for marketing that attracts your best buyers (featuring real stories, copy tips, and cat pics)

Hey Reader,

My husband Sam and I are currently cat-sitting for Sam’s aunt in a small town in Kent, England.

You already know I love cats. My favorite thing about them is that they don’t even pretend to care about stuff they’re not interested in.

Ronnie is no exception.

- He sees us as intruders in *his* kingdom.

- He was skeptical and didn’t trust us right away.

- He doesn’t owe us any affection. It must be earned.

That’s why earning a cat’s love is the best feeling ever. Ronnie’s a real sweetie now. (Treats have definitely helped!)

It struck me how similar this is to building trust with your audience.

Trust isn’t automatic and folks don’t owe us their time or attention. We have to earn it over time by being consistent, showing up with real value, and staying true to our promises.

So that’s your nudge from Ronnie.

What do you need to do consistently to earn trust from the people (and cats) in your world? Do it today.

P.S. The Stretch’s policy is that we'll never mention a cat without sharing a pic. (And we always love cat pics as email replies btw.)

So here’s today’s cat tax. Meet Ronnie:

Put in your sales reps 🏋️‍♀️

Simple actions to fire up your marketing

When was the last time you updated your website’s about page?

Most businesses either treat it as a glorified resume, or make it all about their customer. My recommendation is to find the middle ground between:

1. Communicating how what you do helps your people, and

2. Letting readers get to know the real, human story behind your brand.

Scan your about page today to see how well it does these things, or if there’s any room for improvement.

Copy circuit 🔄

Analyzing copy from around the web

Cadbury released limited edition chocolate bars with copy that hits the sweet spot of clever-yet-effective.

The packaging has portion “suggestions” based on who contributed most in different scenarios. For example, a bigger piece for “who cooked” and a smaller piece for “who ate.”

It works because it places the product in the context of real-world scenarios where consumers might treat themselves and adds some humor, making folks more inclined to grab one. Here’s a post with the rest of the bars.