The Dog Businesses Winning Attention Understand This Psychological Secret

"What's the first thing you would ask yourself if you were given a set budget to run a Meta campaign?" She said with a smile.

This was a question I was asked by the CEO of a wonderful company doing amazing things during an informal interview.

I won't name the company just yet, but what I will say is that in all my time in the dog industry, this is the most heart-warming company mission and purpose I have come across. The type of company you would be honoured to work for, and one you would treat as your own if given the opportunity to help them.

Anyhow, the question kind of caught me off guard because I wasn't really expecting it, and for some reason, I struggled to immediately get my message across verbally (writing has always been my strong point).

"Erm, I guess, erm, I would ask myself, what it is that's keeping them worrying, erm, who I'm talking to, and blah blah blah", I muttered. "It's a bit hard to explain," I said.

Thankfully, she seemed (I hope) to understand what I meant, which eased my embarrassment and frustration. I say frustration because I knew exactly what I would ask myself in this situation.

Because it's something that I do all the time subconsciously.

It's also a great question that could have multiple correct answers.

For the record, here's what I was trying to say.

I need to be certain before writing any ads, hooks, descriptions or CTA's that I join the conversation that the target customers are already having with themselves. The deep inner worries that keep them awake at night, and then use this to control their eyeballs when scrolling Facebook.

Without this, the campaign would almost certainly not be a success, and this is the first thing I would be thinking about before deciding on anything else.

For dog business owners, this is how you should be thinking when writing, speaking, or producing anything in your business.

Go deep into the fears, worries, and desires.

For example, a dog groomer shouldn’t just write hooks, flyers, emails, and have conversations about the grooming packages they offer for all breeds.

They should be thinking deeper about the things their clients don't say out loud.

Dog owners are secretly worried about people judging them and their dog. Matted fur and the groomer refusing to groom their pooch. The smell; friends and family secretly talking behind their backs — making fun of them! And so on.

Think of the embarrassment and the fact that they want to feel proud walking through the park with a dog that looks healthy, cared for, and admired.

That’s the real conversation happening in the customer’s mind.

The same approach is needed for any kind of dog business selling something.

A dog trainer shouldn’t just sell "puppy obedience classes.”

They should understand that the owner is exhausted, frustrated, and quietly panicking about their neighbours complaining, visitors getting nipped, and their new floor being destroyed.

Their dog ignores recalls, pulls on the lead, jumps at guests, and makes them dread taking them for walks. Deep down, they fear they’re failing as a dog owner.

Your messaging should enter that emotional-first, because desire and fear always grab more attention than features.

Most dog businesses never go this deep, and it damaged their conversions.

They stay stuck talking about services, prices, and so on, while their competitors who understand the emotional drive behind dog owners reap the rewards.

This is why I have a dog specific, Creative-Strategy service where I discover the real fears, desires, frustrations, and buying triggers of your audience to develop hooks, ad angles, and campaigns that actually stop your potential customers and clients from scrolling on.

If you want to see what's on offer here, take a look at my Pooch Profits Creative Strategy Service.