The Power of Scratch-between-the-ears Marketing

moose and cooper

Moose is jealous.

For those of you just tuning in, Moose is my dog (Melissa claims him, too). 

He’s big and brown, with floppy ears, like a moose, and he’s usually the only dog around. 

But there’s a new dog in town. 

His name is Cooper, named after a place called Cooper’s Landing in Alaska where our son Jacob likes to go fly fishing.  

Jacob’s heading up to Alaska this month to catch salmon on a commercial fishing boat. 

His dog, Cooper, will spend the summer with Melissa and me in St. Louis.  

And that’s rocking Moose’s world. 

Yesterday, Cooper and Moose were hanging out with me in my home office. 

Cooper was nestled at my feet, right where Moose usually sits. Moose was in the corner, seething. 

After wrapping up a Zoom call, I announced, “Time for a break. Let’s go outside.” 

I rose from my chair, and Cooper rose from his chair-side nest. 

I scratched Cooper behind his ears, and he leaned into me lovingly. He’s an affectionate pooch. 

Usually, when I say, “Let’s go outside,” Moose springs to his feet, ready to play.  

But not this time. 

He laid in the corner, staring at Cooper at me, as if to say, “No. No. You two go outside and have fun together. I’ll just sit here alone in this office, ignored and unloved.” 


“Moose, come!” I said sternly, and he followed Cooper and me out of the office. 

Cooper and I bounded down the stairs. But Moose repeated the stop-and-stare routine. 

He stood at the top of the stairs, still as a statue – a jealous statue. 

“Come on, buddy,” I said, more gently this time. 

But Moose didn’t budge. 

So I trudged up the stairs and sat down next to Moose. 

I scratched him behind the ears, and he rolled over on his back.

“Woof!” he said.

That means, “Gimme a tummy rub,” and I did. 

After a minute of tummy-rub bliss, Moose rose to his feet, bounded down the stairs, and followed Cooper and me outside. 

Moose and Cooper had a happy romp in the backyard. 

I think they may become friends. 

No dog likes to feel neglected. 

Same goes for your clients and prospects. 

When someone signs up for your email list, and you don’t send a welcome/thanks follow-up – that’s neglect. 

When you build an email list but rarely send emails – that’s neglect. 

When email subscribers reply, and you don’t answer back – that’s neglect. 

When you have a chat bot on your website, but you don’t monitor it – that’s neglect. 

When people share meaningful comments on your social media posts, but you don’t engage – that’s neglect. 

All of the above has happened to me – countless times. And it makes me feel like a lonely dog. 

That’s OK, though, because there are plenty of people happy to scratch me between the ears. I’ll do business with them.

Moose and Cooper after a romp in the yard (and the swimming pool)

p.s. Coaches, consultants and other business leaders turn to me to power-up their stories because most dish out the same old boring, "blah, blah, blah" content, turn off prospects and then feel frustrated and stuck. So I help them transform content from boring to brilliant, turn the marketing process from frustrating to fun, and convert results from pitiful to profitable. Bottom line, you can fire up prospects and inspire them to hire you with story-powered content that's simple to create. I'll show you how. Whenever you're ready, here are several ways I can help you land more clients without pitching and prodding:

1) Connect with me on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP in the Content Transformation Academy: Master how to discover, assemble, and deliver business-building stories. Weekly masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

Want to get great content like this...

...delivered straight to your inbox?

Join our email list...

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Post Categories

Previous Post

Next Post

Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.