Write your ads in four essential categories:
Pet Health and Health Behavior Health and Nutrition
Pet owners are often reluctant to tell someone about their dog’s problems. We think you’re wasting your time, and we know many people are too scared to let someone else in on their own dog’s suffering. We can’t emphasize enough how important your advertising message is as an outreach tool.
First, use your skills to identify your target demographics. We’ve already talked to many pet owners to get a sense of their attitudes and beliefs about dog walking. For some demographics, pet owners are wary of their dogs’ behaviour or health and find a lot of common ground with us. Use your best judgement and take the best advice available.
Don’t worry if you can’t explain the science behind your dog’s problems, or if your ideas in your ad may be perceived as sensationalist. The research is pretty clear on dog walkers’ problems and our focus is on the issues – the benefits of dog walking to human health are clear.
Second, don’t go overboard. If your aim is to communicate benefits of owning a dog, avoid excessive ads – only advertise essential services and products. A dog walker, like any other employee, must be dedicated to his or her job. Some are dedicated to improving their health and doing their best everyday, while those who focus on health promotion and wellness are often the best breeders in their breed. They need your support!
Third, if your objective is to increase public awareness about dog walking, avoid using words that could be misinterpreted as sensationalistic. “Dogs walk like babies! And dogs walk like men!” is unlikely to help you with getting out to the public. Instead, focus on your core products and services. If you’re looking for a puppy, you’re definitely in the “puppy” demographic. “Pet parents” make their living teaching their children how to walk and how to have good health when they’re older. So use those to your advantage!
Of course, your goal is to reach people in need, but keep in mind that it’s your job too. If your goal is to encourage people to become dog walkers, you must be creative about how you promote the concept. What is motivating them to keep their dogs walkers? What is their motivation? Does your company provide these incentives directly to people who walk with dogs? What is it about dog walking that motivates them? Your aim is to reach potential customers first
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