A Dog, A Park, and the Marketing Secret Most Dog Businesses Will Never Figure Out

Yesterday’s walk with my Cavapoo, Arlo, set of a strange series of events that transitioned perfectly into a dog business marketing tip that I'm about to share with you.

You can start using it today in your business.

If you live in the UK, you’ll know that we had the sun-kissed blue skies and warm weather (finally), which is perfect for an early evening walk with your dog.

As usual I headed to the park, same walk across the pot-holed infested main road, down a pathway between terraced houses and then past the bungalow, with cast-iron white gates, where a white West Highland Terrier is waiting to give his best buddy Arlo a high five.

Five minutes later, I’m sat on the wooden bench in the park. Arlo is having is happy time chasing pigeons that dare to land on his turf and sniffing away at the pee-trail around the dog section.

And suddenly, that’s when something strange happened.

The sun had gone behind a cloud while I was busy scrolling through my phone and then reappearing to jolt me into a feeling of being totally present in the moment. 

Stick with me here.

It’s what Echart Tolle, calls ‘living in the now and being present’. I’m not sure how this happened, maybe it was the brightness of the green grass beneath the sun light making it look a high definition picture, or maybe something else, who knows.

But without doubt, it was a surreal and beautiful moment and it eventually made me think about how having a clear present picture in your head is a exactly what you should be doing with your clients and customers.

That way you are making them present as I was in the park, and also, if you do it right, making them imagine themselves using your product or service.

And that is when they are more likely to say yes to what it is your offering.

The way to do this is through your product and service content descriptions and headlines.

Most dog businesses don’t do this.

They just list what they do or highlight with features, not actual benefits to the buyer.

You get a…durable tough lead

Or a 40 minute walk...Natural treats...Groomed dog..

This is costing sales and bookings, yes, you may still get some, but don't you want more?

As always, let's look at an example. We'll touch on the first one — the durable lead. Your customer isn’t buying just buying a strong lead if you put them in the picture.

They’re buying a beautiful walk through the park, the calm slow pace, birds singing, and a calm relaxing feeling that feels like heaven.

This in their mind is a moment they actually enjoy, being outside with their dog, instead of being dragged down the street.

They imagine this dog lead as being a statement that makes them look in control.

You make them think of the dream moment and paint the picture like they are stepping into it. Make the present moment happen.

If your copy doesn’t help them see that, you’re making them do the work themselves, which isn't as powerful.

And they likely won’t purchase or book whatever it is you're offering.

So, instead of writing  a “Strong, no-pull dog harness”

You can write:

“Imagine walking your dog without your shoulder being yanked every 10 seconds. No zig-zagging from tree-to-tree. No saying to yourself that you’re not taking him/her out anymore. No arguments when you get home, or embarrassing looks from people on the street. Just a calm, steady walk where you can actually enjoy being outside again listening to the joys of life all around. The isn't just a walk, it's now a stress free moment that's actually good for you and your dog's wellbeing. You'll be happier, more relaxed, and those around you will notice it. ”

That’s when they step into the world you have painted for them, and that is when your chance of a sale goes up.

You can do this for anything.

Grooming — sell the no tangles, glide through brushing, admiring looks when walking, and so on.

Just be sure to put them in the picture, because it works. 

And if you’re looking for someone to do this for you. To rewrite your product descriptions, to stand out, then reply to this email because I have a few available places coming up soon. 

Alternatively, any other dog business (marketing) questions, also hit reply and ask away, I'm happy to answer your questions.