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 think vertically—more clients, higher prices, additional employees—often overlooking lateral opportunities, which, if approached with imagination, can add both revenue and diversity. […]
Marketing Your Dog Biz
Marketing Your Dog Biz
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? In an ever growing industry, standing out in the dog world can be tough. One way to combat this is to get specific about who you are and what you offer. Unless you are the only trainer in town, you may want to consider specializing in certain topics or areas. Not […]
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 […]