This document discusses how Steve Snell increased online sales at his dog supply store Gun Dog Supply by $10 million through relentless innovation. It recommends communicating three things: 1) Establish expertise in dog products to build authority, 2) Recommend specific products to solve customer problems, and 3) Encourage customers to purchase from the store directly. It suggests demonstrating expertise through product reviews and endorsements while also being competitively priced and personalizing the customer experience to build trust and loyalty. Humanizing the brand and leveraging product knowledge are emphasized as ways to increase online conversions and sales.
72. Be honest:
To get the full range out of a system there
should be nothing between the transmitter
and the receiver. Realistically, this isn't
going to happen in most of the places
that we spend time with our dogs, so the
actual usable range will be less …