Educate Your Community, Market Your Dog Biz

Increase the human-canine bond. Improve relationships. Keep dogs in their forever homes. Spread the R+ word. Help as many dogs as possible. These are common goal refrains from the trainers we help … [Read more...]

Newsletter Marketing– A Win For You & The Dogs

Newsletters can be powerful marketing tools. Done well, they provide ongoing connection to and brand loyalty from current clients. They let past clients know about new services to come back for, and … [Read more...]

How To Make News With a Press Release

Press releases are an easy—and free—way to draw attention to your business. A good press release gives local news outlets the chance to see what you’re up to and possibly cover your story, providing … [Read more...]

Newsletter Marketing: A Win for Dog Pros & Dogs

Newsletters can be powerful marketing tools. Done well, they provide ongoing connection to and brand loyalty from current clients. They let past clients know about new services to come back for, and … [Read more...]

Do More With Less: Recycle Your Marketing

We talk and write a lot about content or community marketing— using your expertise as dog trainers to educate your audience while subtly promoting your business. It’s an excellent strategy. While … [Read more...]

Building A Balanced Marketing Plan

Think of a three-legged stool. It stands—and supports your weight—only because each leg has been built to do its part; it’s perfectly balanced. Remove, or even shorten, just one leg and the stool … [Read more...]

Filling Your Classes

If you’re a typical class trainer you’d rather think about what you’re going to do with students once you have them in your classroom than what you’re going to do to get them there. For most of us, … [Read more...]

Less Is More For Potential Clients

Less is more. Simple is better. Back to basics. All familiar refrains. But sometimes cliches carry meaning. In the case of communicating with potential clients, less is more and simple is better are … [Read more...]

Successful E-Newsletter Marketing

Email marketing gets overshadowed by social media a lot these days, which is a great shame because email is a terrific marketing workhorse—free or low-cost, targeted, and much less time-intensive than … [Read more...]

Is Your Contact Page Losing You Clients?

Your website’s primary job is to encourage people to use your services. How you invite them to do so matters—a lot. We see several common mistakes in this area of dog business sites. Fortunately … [Read more...]

Good Follow Up = More Business

So much goes into the building of a business: The name, the logo, the website, the marketing—just for starters. That’s a lot of effort aimed at gaining clients and referral sources. And as businesses … [Read more...]

A Better Approach to Guarantees

Making guarantees is a tricky business. Domino’s Pizza discovered this back in the early 90’s after its 30-minute-delivery-or-your-pizza-is-free guarantee led to a series of car accidents and … [Read more...]

Constructing the Perfect Dog Pro Website

When it comes to productivity, few places are as treacherous as the Internet. Between Facebook, celebrity gossip, and cat videos, it’s a wonder any work gets done at all. But for gathering information … [Read more...]

Beating The Box Stores: Six Tips For Dog Pros

When you run a small business there are days when it feels like the world’s got you beat. Days lost juggling business plans, start-up costs, emails, phone calls, piles of paperwork, excessively … [Read more...]

Stories Sell: Using Case Studies & Testimonials on Your Website

We’re all drawn to stories. People remember stories and anecdotes long after any recollection of advertisements is gone—and case studies are particularly compelling because they highlight a problem … [Read more...]

5 Ways Dog Pros Get Their Marketing Message Wrong

Let's face it – marketing may never make the list of your favorite activities. We know there are several dozen things you'd rather be doing: visiting in-laws, maybe. Or working with dogs. Still, you … [Read more...]

Easy Guide to Social Media

Unless you’ve been living under a rock, you know something about—or have heard of—social media and online marketing. You probably also know new tools are launched all the time that might help grow … [Read more...]

Better Marketing Together

Dog businesses do better when they band together. Our most successful dog pro clients tend to view their competition as colleagues and allies rather than enemies. Their greater success is due partly … [Read more...]

Why Marketing Fails

Running a business without proper marketing is like running an engine without oil. But running a car with the wrong kind of oil will get you into trouble, too, just as there’s no point spending time … [Read more...]

Get Word of Mouth

Word of mouth is a highly prized and sought-after commodity. Often misunderstood as the ticket to success, the truth is you can’t start a business with word of mouth. You need a lot of people talking … [Read more...]

Focus Your Marketing

Take a moment to think about your audience. Really think about who it is you’d like to call you for your services. If your answer is simply “dog people with enough income” you may be missing some … [Read more...]

Got Website Links?

Having a website doesn’t do you much good if no one sees it. Collecting links—having other sites add links to yours—is one sure-fire way to increase traffic to your site. … [Read more...]

7 Tips for Getting the Most from Dog Seminars and Conferences

We attend a lot of professional dog conferences and seminars each year. There are so many ways to benefit: Access to the latest thinking and innovations in the field, networking and socializing with … [Read more...]

Easy Online Marketing

We’ve noticed a steep rise in the launch of directory and referral websites focused on helping people to find local dog pros—are you taking advantage? … [Read more...]

Social Media for Dog Pros

We get a lot of questions about social media marketing. The most common two questions are some form of “Should I?” or “Do I have to?” and “Does it work?” … [Read more...]

Email Marketing

Email marketing gets overshadowed by social media a lot these days, which is a great shame because email is a terrific marketing workhorse—free or low-cost, targeted, and much less time-intensive than … [Read more...]

Got Vets? Marketing Tips

Veterinarians have long been a trainer’s most coveted referral source. In the past, bringing by a basket of cookies from time to time and asking to keep some cards or brochures on the counter could … [Read more...]

Expanding Your Services

Diversify and Conquer There comes a time in the life of every business, whatever its size, when the question of growth arises and decisions have to be made. Most business owners in this situation … [Read more...]

The Professional Bio

Working with hundreds of trainers across the country each year affords me the opportunity to notice trends, patterns, and peculiarities in the way we and our industry operate. One phenomenon I’ve been … [Read more...]

The Magic of Niches

What makes you special? One of the most common marketing mistakes trainers make is to generalize. If you’re the only game in town, it makes sense to tell potential clients you do it all. But if there … [Read more...]

Creativity, Not Cash

The number one rule of marketing is to do it. You can’t expect word of mouth if you don’t build it. But you needn’t take out a loan or pawn your grandmother’s jewelry to market your business. In fact, … [Read more...]