Robert Sanchez is the founder and CEO of Digital Empathy, a marketing firm servicing the needs of the veterinary industry that specializes in website development, targeted ads, and content writing. Since he believes customers make decisions based on their own emotions, Robert incorporates behavioural psychology into web development, preferring to craft a narrative around his clients’ practices that pet owners can participate in.
In this episode, Robert discusses his lifelong love of animals and crusade against non-medical euthanasia, breaks down his high-risk approach to investment, and explains why he takes such a creative approach to veterinary marketing.
Download the full transcript here.
Podcast highlights:
- Robert has had a lifelong love of animals, which guided both his initial law aspirations and eventually his marketing work.
- Robert realized that it’s not enough for a veterinary office to simply list its services and rates but to tell a compelling story about an owner’s relationship with their pet and how it’s symbiotic.
- We think I make decisions rationally, but most of our choices are done unconsciously and driven by heuristics.
- He thinks that resilience is a common trait among successful entrepreneurs.
- Business owners need to understand that if their company or service is telling a story, then the customer has to be the main character.
- Any money that Robert doesn’t need to spend on Digital Empathy, he puts into higher risk/higher return stocks like Tesla.
- Robert advises listeners to be purposeful in their actions and understand that money is a means to an end and not an end in and of itself
- There’s a long history of entrepreneurship in Robert’s family, with his father, aunt, and uncles starting their own businesses.
Quotes:
“I’ve had the same goal since I was five years old, and that was to stop non-medical euthanasia of dogs and cats.”
“The greatest opportunity my parents gave me is the opportunity to see the world not just how it is, but how it could be.”
“What [Nike and Apple] do so well is they tell a story, and that’s what we’re trying to do.”
“It’s not about websites. It’s about how we create bonds and relationships.”
“Every single small business could use storytelling.”
“I had to learn a lot of hard lessons on the way, but I’m convinced that I had to learn those lessons.”
“I think there’s a much better way forward than what the industry’s produced so far.”
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Listen to more podcasts by Richard Dri:
- Emergency and financial care with Dr. Paul Perlon
- Digital marketing and website design with Chris Crocker
- Honest Will preparation and estate planning with Nathan Bender
source https://richarddri.ca/how-good-marketing-tells-a-story-with-robert-sanchez/
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