If you’re like me, you’re crazy about your fur baby. One look at their sweet face and your heart melts like butter.
You’ve always thought of your pets as members of your family. You give them plenty of love and affection. And that’s why you probably decided to create your pet-related business. Sure, you’d like to make money. Who wouldn’t? But your business is also a labor of love.
Most pet-related businesses start as a labor of love but that doesn’t mean you can’t make real money at it.
Attracting Customers is the Key
Whether you’re selling pet grooming services, organic doggy treats or diamond-encrusted dog leashes, the success of your business hinges on your ability to attract customers. The more, the merrier.
A pet copywriter, someone who is as passionate as you about furry friends, and who has significant marketing experience, can help you create sales materials that build your brand, attract buyers and generate sales.
Your Pet Business Needs a First-Class Website
Start with your website. The soul of your marketing program should be your website. It’s the first place customers are likely to find you or where they’ll go to learn more. It needs to be as professional as you are and to convey your enthusiasm for your product.
A professional website is a necessity for establishing credibility for your pet business.
According to HubSpot, a digital marketing agency, “Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.”
A professional pet copywriter can help you create a website that combines important information with emotional pull – the key to pet product/service sales.
Consider working with a pet copywriter to convey emotion in your marketing materials.
Tell Your Story
One of the best ways to establish an immediate connection to your customers is to open up with them about why you started your business. What’s your story?
Don’t forget to market to cat owners. They’re just as passionate about their pets as their dog counterparts.
Enlist the help of a skilled copywriter to write your tale for your About Us page. Here are 4 quick examples of stories I wrote for clients:
Tear Stain Product – I have a client who sells a medication that removes tear stains under dogs’ eyes. How’d he come up with a product like that? When he was a young boy, he had a white poodle that had dark, unattractive, red tear stains. He made it his mission to find a cure, one which is now widely offered by veterinarians. Together we created a compelling About Us page for his website and included an old photo of him and his childhood dog to go with the story.
Organic Dog Food and Delivery Service – My client delivers freshly made, organic dog food to customers located throughout the Greater Chicago area and hopes to one day offer his service in other major cities as well. He started the business because his German shepherd had almost died eating food that turned out to be contaminated. The food was from a well-known pet food company, a name you’d immediately recognize. He vowed to never put his dog at risk again by not knowing what was in the food he gave him.
Pet Photography Business – My client is a pro at getting cats and dogs to “pose” for their portraits, and his work is amazing. He started the business because he loved taking pictures of his own dog and his friends marveled at the results.
Delivery Service of Brand-Name Pet Food & Products – Another client started a nationwide pet food and pet product delivery service in which brand-name pet food and products are shipped to customers at their home. He first conceived of the business when he didn’t have a car. He knew firsthand what a hassle it was to walk to the grocery store, buy a big, heavy bag of food for his boxer and then walk home with it. Having the food shipped directly to his house once a month was a service he was willing to pay for and, as it turns out, were hundreds of others who now are his customers. A picture of this business owner and his boxer on the About Us page draws attention to his story and helps visitors feel a connection to him.
Write the story of how and why you started your pet-related business. Your customers want to know. Can you see how these pet tales would strike an emotional chord with readers? These stories also lend credibility to the business owner and help build trust.
Telling visitors about your company’s history will help make your brand memorable.
“To stand out, you need to communicate a story about your brand that resonates with pet owners,” according to Koeppel Direct, a direct response company. To rise above your competitors, “develop a newsworthy narrative that will introduce your product to customers and make your brand memorable.”
Write the story of how and why you started your pet business. Your customers want to know.
Consider These Other Marketing Materials
Once you have your website, don’t rest on your laurels. You can accelerate your success with some of these other marketing materials a pet copywriter can develop for you:
Brochures– Do you need some written materials to hand out at trade shows or leave behind at sales calls?
Blog– Stay in touch with your customers, provide useful pet-related information and keep them up to date on your newest pet products and services.
Sales letters – Could a well-written marketing letter be useful in presenting your product and open the door to new customers?
Landing pages – A detailed, highly focused landing page can be a great way to drive traffic to your site and develop a mailing list of prospective customers.
Product descriptions – Maybe you have your website set up. Now you just need some product descriptions that attract buyers and persuade them to reach for their wallet.
Start with a professional website. Then consider other marketing materials to drive sales.
Social media accounts – Promote your products on Facebook, Instagram, Twitter & more.
Product packaging – Just as people often judge a book by its cover, the packaging on a product can either contribute to or detract from sales. The right words make all the difference.
Testimonials – If your product has been around for a while, you probably have some wonderful testimonials from your customers. A skilled copywriter can incorporate those testimonials into persuasive sales tools and also use them to as a foundation for longer case studies that show how your product delivered a winning solution.
Ads, press releases, direct mail – The list of marketing materials that can contribute to your success is long. But no business has an unlimited budget. A copywriter can guide you in prioritizing your marketing needs.
Market Trends Are in Your Favor
Fortunately, in starting your pet-related business, you’ve picked a thriving industry in which to compete. Currently, 56% of American households have pets, and that percentage rises with each passing year.
According to the American Pet Products Association (APPA), Americans spent a total of $69.51 billion in 2017. That breaks down to $29.07 billion on pet food, $15.11 billion on supplies/OTC medicine, $17.07 billion on vet care, $2.1 billion on live animal purchases and $6.16 billion on pet services like grooming and boarding.
In general, dog owners have an average annual expenditure of $2,033.60, while cat owners have an average annual expenditure of $1,042.53 for their cat, according to a study by lendEDU. That’s a substantial chunk of change.
Furthermore, the pet industry is unaffected by recessions. According to SmartAsset.com, “When the Great Recession hit [2007-2011], Americans cut back on spending and tightened their belts. However, spending on pets barely declined. In fact, it was pretty much recession-proof. Pet spending appears to be remarkably resilient in the face of economic downturns.”
Bplans.com states that the pet product industry has been growing rapidly as “aging baby boomers fill their empty nests with pets, all while the number of households with children from 5 to 15, the core pet market, keeps climbing.”
Americans spent a total of $69.51 billion in 2017 on pet-related products and services. Wow!
Equally significant is that pet enthusiasts are passionately committed to their pets. Bplans.com said, “They treat their pets much like their own children or other family members by buying them gifts, celebrating their birthdays and displaying their pictures.”
It’s no wonder pet-related businesses are so lucrative!
Your Pet Project
So let’s summarize what you know:
The pet market is huge and growing.
The product or service you’re offering is valuable.
The quality of your product or service is indisputable.
Your pet business has enormous potential.
The pet market is huge and growing. Isn’t it time you claimed your share of the pie?
All that remains is for you to reach out to your prospective customers and tell them what you’re offering. A pet copywriter, someone with marketing experience who also feels passionate about pets, can help you with your pet project to get the word out and ensure you maximize your success.
A pet copywriter can help you create a website and marketing materials to help you generate sales.
Don’t take on the challenge of marketing your business alone. Get a quote on creating your written sales materials and take your pet business to the next level of success!
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Contact Susan Greene
Let's talk about promoting your pet product or service.