Try to avoid boring

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By Dwain Duxson

Try to avoid boring - The Ram and Bulls sales are about to hit full noise, and it will be interesting to watch if the stud prices can defy what's happening commercially.  

So from now on (it's started already), we are about to be hit with marketing campaigns and advertising from each stud about how and why you should be buying off them. About 95 percent of these studs will roll out the same old advertising campaign as they did last year and the year before. I'm sorry, but it is boring.

There is about 5 percent that does it well. When I say well, I probably mean they are doing it differently. Many from this 5 percent group have really built up the volume of sales on the back of their "out there" campaigns. What do they do that others don't? They use social media exhaustively and use it subtly to not be seen to push sales. But really, it's all about sales. It's just presenting as though it's not. 

They are operating on the edge and know that they will not attract every client but will attract some that will make the switch across. They put themselves out there, know their product backwards and are prepared for backlash. And some are even doing their own webinars. This sort of approach is not for everyone. I get that. But boy, it's interesting to watch in this zero-sum industry, where one studs gain is another studs loss. So when it comes time to market, at least try and avoid boring...

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