04/09/2007: "Capitalize on Bad News By Daring To Be Different"

Like most caring people and pet lovers, I was scared and saddened by the sickness and death of many of our beloved pets recently. I have two cats and one dog. I love them dearly. Indeed, they are family members.

I was grateful that my pets eat organic food that does not contain wheat. I decided some time ago to put my pets on natural organic food because I myself prefer organic food when I can get it. I order my meat from Omaha Steaks. I buy a lot from whole food stores. The food chain is just awful and I'm very paranoid.

Out of every bad event someone will profit and someone will lose. Let's take an example of "people food". I have eaten Peter Pan Peanut Butter since I was a girl --- and that's been a very long time. But all it took was one leak in the plant roof that manufactures the stuff to cause illness and perhaps death. I'll never eat Peter Pan again. Oh, it will be back on the shelves in July. But this customer is now a Jiff customer. The makers of Peter Pan lost and Jiff won.

Now to the pet food. The makers of organic pet food have, until now, been sort of step children of the pet food industry. Now they're all the rage. Google reports that name brands bought up their competitor's keywords since the poisoning and organic food is flying off the shelf. In addition, people who switch will probably not return to regular pet food.

The moral of the story is to be very careful. If you have a good brand, protect it at all costs. And if you see someone with a good brand screw up, take advantage of it quickly. Be prepared to snatch business from the other guy.

You do this by having a superior product or service and guarding your brand with your life.

People get careless. People lie. And people get in trouble. Let me give you an example that has nothing to do with advertising but a lot to do with making money and protecting your brand.

I buy a lot on ebay. I don't sell much. I think their fees are way too high. But I digress. I'm easy to please. Tell me the truth. Answer my email in a timely fashion. Make me a good deal and I'll leave you good feedback.

But lie to me or don't answer my email or god forbid sell me an item that is not as described and I'll leave you a negative feedback. Now here's where it gets childish and the branding comes into play.

On ebay, feedback is the big thing. It's the brand. Now when I buy something I pay almost instantly using Paypal. I don't make people wait for their money. Now in reality, that's the end of my commitment regards the deal.

But to most sellers that's just the beginning. They hold you hostage. If you say, "Oh, what a wonderful seller!" . . . they'll leave a oh what a wonderful ebayer for you. But if you dare to tell the truth, if you tell the other buyers that this seller didn't answer your emails or sold you an item that was not as described or would not refund your money or whatever, they'll zap you back with a negative. One of them said about me, "HARD TO PLEASE THIS SELLER." And they said it in caps. This is how they punish you.

Well, here's the bottom line. They ruin their brand when they do this. When people read my feedback they see sensible, honest comments. When they click on the people who left me dings they'll see ravings and revenge. They'll also see that no buyer has ever left me a negative. But one or two sellers have.

You've only got one chance to make your brand a quality brand, an honest brand. Don't blow it. Give the best service you can. Treat people honestly and with respect.

If your competitor screws up --- and chances are he will --- be prepared to jump on the opportunity. You do that by offering better quality, better service and honesty. Price? Not important. People are gladly paying two or three times what they used to pay to keep their pets healthy and alive. I know I am.

Fact is, people will pay more if you give them more. Do it and see for yourself.