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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 repeatedly struck by is the way we write about ourselves. A strong bio is part of an effective marketing message and, as a […]

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 are multiple dog pros in your area, what makes a client call you instead of someone else? Don’t […]

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, you may not need much cash at all. It’s not that money can’t be a great […]

Going Pro

Do you dream about working with dogs full time, but can’t see how to get there? Do you struggle with a part-time dog business, telling yourself you’ll keep the other job just until the business takes off? It’s a common refrain. In our work we’ve seen every kind of dog business model and every type […]

Making a Living with Dogs: 7 Steps to a New Career

Ever wish you could quit your day job and live life with the dogs? Perhaps you sit at your work desk dreaming of being a dog walker? Maybe you drift off during meetings, imagining yourself training canines? Or stare past customers, planning your own doggie daycare? In short, do you want to work with dogs […]