June 23, 2022

Mark Your Territory!

I was walking my dog the other day, and started to wonder if he had drunk too much water... he was lifting his leg everywhere!!!

Then I realized that dogs may understand marketing far better than we have ever given them credit for. They know, for example, that if they want to establish themselves in a certain territory, they need to leave their scent all over it.

Male dogs generally mark their territory to lay claim to it; female dogs mark their territory to attract a male, (although dominant females may want to lay claim too.)

Either way, it's marketing 101.

No one will ever buy from you if they have never heard of you.

In the dog-eat-dog competitive world, this may be the most important lesson.

You can't build a business by keeping who you are and what you do a secret -- no matter how great you are, no matter how much you believe in the laws of attraction, and (even) no matter how compelling your Core Message is.

That's why the most successful among us are constantly marketing -- writing articles, giving talks, attending networking events, sending newsletters... being 'out there'.

And like a dog's scent on a fire hydrant, your customers' memories can be easily painted over by fresher, more recent, and possibly more dominant ones. That's why you have to constantly remind the people in your target market that you are alive and well and open for business.

So what are you doing to mark -- I mean 'market' -- your territory?

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Michel Neray


What really drives me is helping companies and individuals to drill down to the core of their unique value and differentiation, and then craft their Essential Message' that attracts and connects with audiences and stakeholders... including customers, investors, strategic partners, and top talent. As a professional speaker, trainer, and consultant for over 30 years, I've worked with leaders and sales teams in more than nine countries around the world, from Montreal to Moscow, and from Israel to Iran.

I love to lead workshops, speak at conferences, and work with clients one on one.... as much as I love to spend time with family, paddle whitewater, ride my motorcycle (hard), and write and perform my songs...

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